Power Your Dreams
Launching a new Xbox console is a huge deal. To date it has only happened 3 times in almost 20 years. But the birth of the Series X became the biggest moment in Xbox history because the Series X is the most powerful console in video game history.
But what does that mean, really? What can one do with all this new power? Simply, with the Xbox Series X, you can Power Your Dreams. We created a global campaign that does just that—powers gaming dreams through fantastical visuals and surreal, dreamy designs.
Role: Sr. Art Director
DREAMY CUTOUTS DESIGN DIRECTION
Our campaign design direction plays into the ‘Power Your Dreams’ concept through dream-like layers of distorted dimensionality and transparency that re-iterate the console shape. Dreamy Cutouts is extremely flexible as the artwork and messaging is infinitely interchangeable, while the console remains framed front and center.
CUSTOM CAMPAIGN ENVIRONMENTS
The goal of our campaign is to show how the Xbox Series X brings gamers’ dreams to life. Visually, we accomplish this through seven custom-built environments we created in partnership with 3D director team, Ambre Collective. These fantastical and dreamy scenes are representations of video game worlds and genres that any player would want to immersive themselves in.
Living posters
In order to convey some of the powerful proof points of this nex-gen console, each of our environments come to life in video assets that speak to the immersion, graphic fidelity, and performance of the Xbox Series X. These videos we turned into beautiful, living posters that could live on social.
Game Title Artwork
In addition to our custom environments, we also created a myriad of assets that hero game IP key art in our campaign as well. The IP available with the Xbox Series X is a proof point in and of itself, and a major motivator for purchase, so it was important to visually tie these games back to the console.
Launch Day Art
For the launch day of the Xbox Series X | S we partnered with Ambre Collective again to create a custom, commemorative art piece for the takeover of Xbox’s social channels and released a toolkit as a gift for fans filled with wallpapers, profile pictures, and streaming overlays.
POSSIBILITY
This commemorative backdrop takes inspiration from the original launch video, providing a visual symmetry that bookends the announcement and the arrival and highlights the journey Xbox has embarked on with the release of this new console.
This art takes elements of a celestial sky and space that have served as a motif throughout much of the campaign. They allude to the infinite possibility the new console generation provides. What you can do with the all-new Xbox is as limitless as space itself.
The strong ripples in the water give the sense that the consoles have emerged from the pool – signaling their arrival. The fact that the consoles are floating, coupled with the mist and otherworldly plant-life, reinforces the thematic importance of dreams throughout the entire campaign.
215 McCann
Geneya Terlow
Designer
Savannah Hicks
Sr. Art Director
Sr. Ashley Wood
Sr Copywriter
Nichole Geddes
Creative Director
Neile Weeks
Senior Digital Producer
Harold McKeon
Account Supervisor
Devina Hardatt
Management Supervisor
Scott Duchon
Chief Creative Officer
Ambre Collective
Jonathan Plesel
3D Artist & Director
Thibault Zeller
3D Artist & Director