Challenge
Xbox wanted to celebrate its gaming community during the holidays—but without a major launch, we needed to create cultural impact out of thin air. We set out to deliver a surprise moment that made every gamer feel like a hero, not just a user.
Solution
I led the creative vision and cross-functional team that developed Xbox Year-in-Review—an immersive, data-driven experience that turned each player’s personal stats into a shareable digital snow globe. We collaborated closely with Microsoft’s data scientists to translate gameplay patterns into custom narratives that gamers could explore, download, and post with pride.
The core insight: players weren’t looking to be reminded of Master Chief—they wanted to see themselves reflected in the story. So we made the gamer the hero. With custom 3D animation, real-time data rendering, and a celebratory aesthetic that felt both nostalgic and new, the campaign inspired millions of fans to share their journey.
In just two weeks, the experience earned 149M impressions, 217K shares, and four Gold Addy Awards—proving that the best way to celebrate Xbox is to celebrate its players.
Web
We created a 3D web experience where gamers relived their best moments, building a tribute to their year in gaming along the way.
Earned Media
Our audience’s enthusiastic response generated a world of fan-driven content, built on gamers’ devotion to Xbox. For our fans, bragging about it was the only logical next step.
Owned Media
In paid social, we teased out the experience and amplified some of the fun that went down over the past year, feeding campaign momentum every step of the way.
Influencer Engagement
To make it rain—or snow—good Year in Review vibes, we leaned into a few of our favorite influencers, sending them a custom-made snow globe celebrating one of their epic achievement from the past year.