Halo Infinite: Master Piece

Edelman UK and Xbox have teamed up with celebrated artist Iva Troj to create an epic renaissance-style oil-on-canvas painting, measuring a massive 6m x 3m, for the launch of Halo Infinite. Xbox Box Halo 'Master Piece' (a play-on-words for the game's main character) is now showing at two of the most famous galleries in the world; the Saatchi Gallery in London and Carrousel du Louvre in Paris, highlighting that gaming is an art form in itself. The launch film achieved over a million views in less than 12 hours. In the coming weeks, the campaign will evolve to generate further reach, as the original artwork will be taken down and split it into hundreds to pieces to be shared amongst gaming influencers and collectors, emphasising the truly democratic nature and mass-appeal of digital gaming craft art.