Why So Serious? campaign exec joins Xbox TV unit

Elan Lee, whose 42 Entertainment created the Why So Serious? viral marketing campaign for the Batman movie The Dark Knight, has joined Microsoft's Xbox TV business unit.

Deadline reports that Lee has been tapped to become chief design officer at Xbox Entertainment Studios, the Los Angeles outfit that launched last year. Lee will report to Nancy Tellem, the former CBS executive in charge of the Xbox TV brand.

Lee confirmed the news on Twitter, saying, "I guess I should make this official," followed by a link to the Deadline report.

Lee began his career at Microsoft Game Studios as a lead designer for the original Xbox. He left to establish 42 Entertainment, which in addition to the Why So Serious? campaign created augmented-reality projects like I Love Bees for Halo 2 and Year Zero for Nine Inch Nails.

Xbox Entertainment Studios will create original TV content, including the new Steven Spielberg-produced Halo show. It is unclear what other projects the unit has in development.