▁be ars ▁a ▁res embl ance ▁to ▁a ▁younger ▁T ark ov . ▁So on , ▁sounds ▁of ▁gun fire ▁draw s ▁him ▁and ▁his ▁team ▁back ▁to ▁the ▁fight , ▁closing ▁with ▁the ▁lines ▁" We ▁are ▁O D ST " ▁which ▁trans itions ▁again ▁into ▁" H alo ▁ 3 : ▁O D ST ". ▁ ▁Production ▁ ▁Background ▁In ▁ 1 9 9 9 , ▁Microsoft ▁made ▁the ▁decision ▁to ▁cons olid ate ▁its ▁market ing ▁efforts ▁with ▁a ▁single ▁advert ising ▁ag ency , ▁after ▁several ▁years ▁of ▁partners hip ▁with ▁different ▁ag encies ▁for ▁each ▁of ▁its ▁product ▁line . ▁They ▁ent ert ained ▁pitch es ▁from ▁each ▁of ▁the ▁ag encies ▁on ▁their ▁ro ster , ▁and ▁ultimately ▁assigned ▁the ▁global ▁account ▁to ▁McC ann ▁Er ick son . ▁McC ann ▁was ▁assigned ▁the ▁task ▁of ▁prom oting ▁what ▁would ▁become ▁the ▁k iller ▁app ▁of ▁the ▁X box , ▁the ▁video ▁game ▁H alo : ▁Com bat ▁E vol ved . ▁The ▁launch ▁campaign ▁was ▁h ug ely ▁successful , ▁s elling ▁over ▁five ▁million ▁copies ▁of ▁the ▁game ▁world wide . ▁The ▁success ▁of ▁H alo : ▁Com bat ▁E vol ved ▁led ▁to ▁a ▁series ▁of ▁sequ els ▁and ▁tie - in ▁mer ch and ise ▁including ▁books ▁and ▁action ▁figures . ▁ ▁In ▁ 2 0 0 7 , ▁McC ann ▁launched ▁a ▁multi - platform ▁global ▁advert ising ▁campaign ▁titled ▁Bel ieve , ▁that ▁included ▁six   min utes ▁of ▁live -