THE WONDERFUL WORLD OF REALS

Welcome to a whole new world of gaming

Xbox had an image problem. While their console provided a myriad of activities (from streaming movies to online game shows) most people still thought of it as a hardcore platform for hardcore gamers.

We decided to turn people’s perception of it upside down, starring, as the hero of our film, the hero of the new Xbox interface: the avatar. By making him appear to be the one seeking you out, we broke through the natural resistance people have, and made Xbox approachable. The film was seen over 5 million times across Europe.

AGENCY

AKQA, London


CLIENT

Xbox


ROLE

Concept Development, Creative Direction, Art Direction