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. In a world that can feel pretty heavy (understatement of the century?), Gen Z turns to absurd humor and nostalgia for an era they never knew, all for a little escape.

We turned some of the most popular and accessible games on Xbox Series S into weird ’90s-style “toy commercials,” so Xbox’s growth audience could see themselves playing them now and being nostalgic for them in the future.

    

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.)

Made at 215 McCann.