XBOX

SERIES S
TOY STORIES

Recreating Xbox gameplay by playing with real-world objects

 
Absurd humor is on the rise with chronically online Gen Z because it helps them cope with the current state of the world. (I mean, I get it.)

One of Xbox’s target audiences is Gen Z gamers who don’t own an Xbox yet. We channeled the kind of humor that they love, literally bringing to life some of the most popular and accessible video 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.)

Made at 215 McCann.