about             
     ︎ Prev       Index︎       Next ︎

XBOX

SERIES S
TOY STORIES


If Gen Z gamers won’t play Xbox, we’ll play Xbox their way. We recreated gameplay in the real world with absurd humor built for TikTok.

 
One of Xbox’s main target audiences is Gen Z gamers who don’t own an Xbox yet. We channeled the kind of humor they love, literally bringing to life some of the most popular and accessible games on the Xbox Series S in a weird, frenetic way so Gen Z gamers could see themselves playing them.

    

Fortnite lets you duke it out as food and feline characters (among others).


On the other hand, Fall Guys is an obstacle course for goofy jelly bean-shaped characters. (I reenacted this during the initial client presentation by flicking chocolate-covered espresso beans out of my palm.)


Overwatch 2 is both an epic and lighthearted celebration of heroes.  And every hero needs an animal sidekick.


We extended our campaign on social by partnering with @plasticaction, a creator who does impressive toy photography and stop motion. (I think we successfully manifested this partnership when we put one of his videos in our deck as a reference for a script.)

Fall Guys

Overwatch 2

Rocket League

Forza Horizon 5

Made at 215 McCann.