Challenge
With no major title launches on the calendar, Xbox needed to drive engagement and sales during a slow release cycle—while evolving its brand voice to emphasize inclusivity, play, and community. The brief was wide open: reignite excitement, elevate the brand, and create something that made players feel seen.
Solution
As Group Creative Director, I led the development of You(X)—a cross-channel campaign built around the idea that we’re all more together. I assembled a team to rethink Xbox’s storytelling across social, web, and CRM, creating a connected experience that celebrated the individual player while reinforcing the community-powered essence of the brand.
From title-specific scavenger hunts on custom landing pages, to interactive content drops via CRM, to social posts seeded with hidden easter eggs, we built a campaign that rewarded curiosity and play.
The campaign elevated Xbox’s presence across channels, strengthened our agency-client relationship, and opened new creative opportunities to build brand equity even in low-release moments.
Web Films
Crafted for omnichannel, we built title-specific campaign videos to extend More Together.
Influencer Content
For Metro Exodus, we partnered with papercraft artist Curtis Steele to create a downloadable model of the game’s iconic train, deepening fan engagement through physical storytelling.
Web, Social & CRM Scavenger Hunt
We created custom web experiences based on gamers’ favorite title, each page its own treasure hunt that gave gamers access to exclusive content..
Social
We amplified the action with social posts featuring easter eggs gamers can find on the campaign pages of their favorite titles.
CRM
To continue to drum up excitement, we also sent targeted emails featuring gamers’ favorite titles.