he is saved when a falling alien aircraft crashes into the Brute, killing it. The film jumps ahead again; Tarkov is now a veteran soldier, and oversees a memorial service for one of his fallen comrades amidst burning ruins with a recruit that bears a resemblance to a younger Tarkov. Soon, sounds of gunfire draws him and his team back to the fight, closing with the lines "We are ODST" which transitions again into "Halo 3: ODST". Production Background In 1999, Microsoft made the decision to consolidate its marketing efforts with a single advertising agency, after several years of partnership with different agencies for each of its product line. They entertained pitches from each of the agencies on their roster, and ultimately assigned the global account to McCann Erickson. McCann was assigned the task of promoting what would become the killer app of the Xbox, the video game Halo: Combat Evolved. The launch campaign was hugely successful, selling over five million copies of the game worldwide. The success of Halo: Combat Evolved led to a series of sequels and tie-in merchandise including books and action figures. In 2007, McCann launched a multi-platform global advertising campaign titled Believe, that included six minutes of live-action sequences called Landfall, to promote the latest game in the Halo series, Halo 3. Landfall was directed by Neill Blomkamp who also agreed to direct a full length Halo film, but it was cancelled due to funding disagreements. Believe proved a critical and financial hit. Over £84 million of sales were made on the first day of release alone, the highest-grossing opening sale of an entertainment product at the time. Believe received dozens of awards from the advertising community, including eight Clio Awards, Best in Show at the ANDY Awards, and two Grand Prix (for Film and Integrated campaigns) at the Cannes Lions International Advertising Festival, the most prestigious awards ceremony in the advertising industry. According to the Gunn Report, Believe was the second-most-awarded integrated advertising campaign of 2008, behind Earth Hour for the World Wide Fund for Nature. In 2012, due to the success of Landfall and The Life, Halo 4: Forward Unto Dawn was created to broaden the audience of Halo 4. Released initially as five 15-minute episodes online, it was later released as a ninety-minute extended cut on DVD and Blu-ray. Microsoft considers it the "next step" between advertising material and a full-length film,