This is an Xbox

(Yes, YOU ARE READING THIS FROM AN XBOX RIGHT NOW)

With “Xbox” expanding in meaning, we had the task of revealing and labeling all the Xboxes in our world so that no matter who you are or how you play, you can see yourself being part of Xbox. With such a simple message, we had to make it fun, surprising and self-aware. Instead of telling people how to play or what to do, we used devices and playful humor to expand the meaning of Xbox.

Our story consists of four simple words and five(ish) devices. But the way we told that story, in as many ways as possible and in as many places as possible, made This is an Xbox an unignorable and unforgettable launch.

Role: Associate Creative Director
(Art Direction, Design, 3D Art)

THIS & THAT

To kick off our campaign we partnered with Snask to bring TIAX to life in a fun and educational spot that spotlighted all the ways you can Play Anywhere with Xbox.

This is a New Look

This is a system that keeps focus on our form factors and lets the copy do all the talking. With Xbox taking on a whole new meaning, this was the perfect time for us to implement a brand refresh that includes revitalized colors and a new typeface.

This is Going Viral

This is an Xbox launched with a media frenzy—many fans were shocked with Xbox openly embracing the future of gaming—but after a few weeks, even our toughest critics were able to see that this campaign was a celebration of play and gamer choice at its core. We never told gamers what or how to play, only labeled what is and what isn’t an Xbox, so it was a tough case to argue against. Its accessibility, positivity, and simplicity was embraced by the internet and became a sensation.