Us Dreamers
Xbox Launch Spot
When we game, we dream. About being someone else. About being our true selves. We dream of first place. We dream of making this world a better place. With the new Xbox, no matter how improbable the dream, we have the power to turn those dreams into reality.
Role: Sr. Art Director
US DREAMERS
The global launch spot follows the story of one gamer, portrayed by Academy Award-nominated actor Daniel Kaluuya, as his gaming experiences inspire his dreams to come to life. In gaming dreams, you can create an entire universe from a grain of sand. You can become both the destroyer of the universe and its savior. No matter how improbable your dreams may be, with the new Xbox, we now have the power to turn them into reality. The stunning visual story is complemented by Labrinth’s inspired newly released track, “No Ordinary,” that launched alongside the spot.
CREATING THE DREAM
Setting out, we knew we wanted to create unique & fantastical environments for Daniel to explore that were both memorable and filled with gaming details. A living city made of bismuth, a boss-like monster spaceship, planets with faces carved directly into the terrain, an Xbox-shaped monolith in the desert—everything has a layer of dreamlike surrealism.
Us Dreamers was created during the Covid-19 pandemic, which split the production in two, with an extremely small remote shoot followed by months of remote CG & VFX work. We managed the CG workflow between continents on daily hour-long Teams calls with a group of 30 VFX artists all working from their respective homes. Fortunately, it didn’t affect the creative and our end result.
MPC VFX BREAKDOWN
To get a better sense of how the team at MPC brought Us Dreamers to life, they created this behind-the-scenes video that shows exactly how they made our dreams reality. Full article from MPC here.
215 McCann
Savannah Hicks
Sr. Art Director
Mat Bunnell
Creative Director & Copywriter
Nichole Geddes
Creative Director
Jessie Ybarra
Associate Producer
Nina Roussarie
Senior Producer
Megan Swan
Senior Producer
Mandi Holdorf
Director of Integrated Production
Harold McKeon
Account Supervisor
Devina Hardatt
Management Supervisor
Peter Goldstein
Business Director
Mary Beth Barney
Director of Business Affairs
Scott Duchon
Chief Creative Officer
MPC
Fabian Frank
3D VFX Supervisor
Zhenya Vladi
3D VFX Supervisor
Corinne DeOrsay
3D VFX Supervisor
Dan Seddon
Creative Director
Michael Gregory
Creative Director
Joanna Manning
Executive Producer
Elexis Stearn
Executive Producer
Production
Ian Pons Jewell
Director
Reset
Tobias Suhm
Post Editor
Whitehouse
Walker
Music Company
Labrinth
Track Artist
Columbia Records
Finishing
Ricky Gausis
Colorist
MPC
Rohan Young
Sound Designer & Audio Mixer
LIME