Challenge
With the launch of the Xbox One X, Microsoft wanted to celebrate the depth and diversity of its game lineup—not just as a list of titles, but as a unified, immersive experience. The challenge: create a campaign that emotionally connected these distinct games into one story, and made players feel like they were entering a vast, shared world.
Solution
We positioned the Xbox One X lineup as “Xbox World”—a surreal, interconnected multiverse of gameplay, art, and imagination. I led the creative vision for the campaign, centered on the metaphor of a wormhole—a psychedelic visual narrative that pulled players from one genre and mood to the next.
To bring this to life, we partnered with L.A. street artist Jeff Soto, known for his vivid, pop-surrealist work. Jeff captured the essence of each title—from the eerie calm of Tacoma to the vibrant promise of Sea of Thieves—and tied them together with a unified visual thread.
The result was a stunning, cinematic campaign that helped elevate Xbox’s brand aesthetic and positioned the Xbox One X lineup not as individual games, but as a continuous adventure across a larger creative universe.
