HALO THE SERIES
Role: Senior Art Director | Creative Concept, Experience Design & Execution
SXSW audiences are notoriously hard to impress so to launch Halo the Series for Paramount+, we aimed even higher than anyone expected — literally. We filled the Austin night sky with 400 synchronized drones, forming massive, iconic visuals from the Halo universe — 300 feet tall and 600 feet wide — culminating in a scannable, mile-wide QR code that dropped the latest trailer from above.
The reaction was jaw-dropping:
Multiple 911 calls reported “alien activity” over Austin
Austin Highway Patrol and city officers showed up… and stayed to enjoy the show
The activation became a viral moment, sparking coverage across The Hollywood Reporter, The Today Show, and Adweek (twice).
Results:
Halo became Paramount+’s most-watched series
🏆 The campaign won Silver at the Clio Awards and Silver for Ad Age's Experiential Campaign of the Year
Described as "dystopic-yet-impressive" by The Hollywood Reporter, and irresistible to scan by The Today Show
When your launch is mistaken for an alien invasion, you know you’ve made an impression.
“Giant Spoon had the answer: 400 drones flying in synchronized formation above the SXSW festival, 300 feet tall and 600 feet wide—the height of the Statue of Liberty and the length of two football fields.”
