Paramount+ has announced a multi-market partnership with Minute Media, Wavemaker, and Kaleida to bring to life its latest brand campaign celebrating the hit series Halo. The projection is the latest in a series of global campaigns focused on the Paramount+ series, Halo, which is based on the iconic Xbox franchise and has broken a new record as the service’s most-watched series premiere of all-time internationally.
The partnership culminated with a giant 60 feet tall 3D hologram of Halo’s iconic Master Chief: Spartan 117. The 3D hologram was installed at world famous locations in Toronto, Mexico City, Sao Paulo, and Sydney Harbour exclusively for one day on April 17.
The Master Chief hologram was produced for Paramount+ by Minute Media, a global technology and content publisher, in partnership with hologram specialists, Kaleida, and media agency, Wavemaker.
The record-breaking hologram, dubbed the ‘Halogram’, scaled the equivalent height of a six-story building and featured a custom 3D animation that saw the Master Chief land on Earth and assess the local surroundings. Each installation weighed over 24 tons and was built using over 100m of metal trussing to house 126 square meters of specialist hologram gauze.
“Halo has delivered a tremendous response among fans around the world as Paramount+’s most-watched series premiere of all-time globally. We are proud to continue the momentum around the series by bringing Halo to life for fans in Australia, Latin America and Canada, in an epic and innovative way that only Paramount+ could achieve. This is a celebration to the fans and to this iconic franchise that continues to entertain people around the globe,” said Marco Nobili, senior vice president of streaming marketing, data and analytics, Paramount.
“Minute Media is thrilled to have been an integral part of bringing this innovative and ambitious project to life. Our priority is to empower partner brands, global publishers and content creators through innovation and video amplification. We are always looking to push boundaries with our partners and the Halogram was a perfect opportunity to realise that vision on a global scale,” said Ed Bovingdon, entertainment partnerships at Minute Media.
“We’re excited to have been part of the creative concept and strategy for this pioneering project. At Wavemaker, we’re constantly looking to break new ground and reshape consumer experiences. By combining innovative ideas underpinned by our strategic media approach we’ve brought an epic moment to life for fans to enjoy worldwide,” said Sophie Finckenberg, digital director, Wavemaker.
“Kaleida is all about world firsts and creating works on a scale that have never before been attempted. The four largest outdoor holograms in the world, in a 24 hour period, is a challenge we were excited and honoured to be invited to take on,” said Kaleida co-founder Daniel Reynolds.
Paramount+ premiered Halo on March 24, becoming the most-watched series on the platform in its first 24 hours.