Making of Shooting a Hero

The making of shooting a hero was a video detailing the making and overview of the Shooting a Hero video, related to the video Believe advertising campaign for Halo 3.

Transcript

 * DO YOU BELIEVE?

Unknown: Halo 3 was one of the most anticipated game launches ever. Beyond the traditional gamer market Xbox wanted to target a more sophisticated demographic.


 * The Museum of Humanity

Unknown: The large idea was to create a Museum of Humanity. A space and concept devoted to that lost their lives fighting in this war.


 * The Jake Courage site appears.

Unknown: As an extension of this idea, a fictional war photographer was created, called Jake Courage. Academy award winning model maker Stan Winston was commission to make an army of game characters models. Photographs of these scenes were then taken, and a black and white exhibition was held in 62 different cinemas across the UK.


 * Shooting a Hero
 * An exhibition of photographs by Jake Courage

Unknown: A two minute documentary about Jake Courage and his exhibition Shooting a hero was produced and ran in cinema and online. JakeCourage.com fielded over 60,000 hits in its first week. The exhibition was so successful that every single one of the 800 framed images produced was stolen, many found their way onto ebay, and are now legitimate collectors items. Jake Courage and his photographic exhibition went beyond advertising. Exciting both gamer and non gamer communities. And went onto become a integral part of Xbox and Halos brand history.


 * HALO 3 WAS THE HIGHEST-GROSSING ENTERTAINMENT LAUNCH OF ALL TIME
 * OPENING WEEKEND SALES SURPASSED ANY FILM OR MUSIC LAUNCH EVER
 * JAKECOURAGE.COM

Trivia
It is voiced by the same person who did the Shooting a hero trailer.