THE INTRO
Launching Xbox Series X|S meant introducing two distinct consoles into a highly competitive market, while telling one clear story.
Xbox needed to differentiate from PlayStation, connect with core players and new audiences, and make next-gen feel immediately meaningful.
THE CHALLENGE
This wasn’t just a hardware launch.
Players didn’t buy into specs. They bought into how it feels to play.
The challenge was to make performance, speed, and fidelity tangible, and to unify two products into a single, coherent platform story.
THE IDEA
We centered the launch on a simple truth:
Next-gen changes how gaming feels.
Faster loads, richer worlds, deeper immersion. Not incremental improvement, but a shift in experience.
THE SYSTEM
We built a unified brand and creative system that could scale globally across products, audiences, and channels.
One platform story, expressed across Series X and Series S
Clear differentiation without fragmenting the brand
A cinematic visual language that put gameplay and emotion first
This allowed each product to speak to its audience while reinforcing a single, consistent idea of next-gen Xbox.
THE ACTIVATION
The system carried across every major touchpoint:
Global campaign and digital showcases
Packaging and retail environments
Social, content, and product storytelling
Every moment reinforced the same core idea, making next-gen benefits immediate, visible, and felt.
MY ROLE
As Creative Director at Ten Gun, I led global brand strategy and creative execution across messaging, identity, packaging, and campaign.
I worked across Xbox teams, agency partners, and global stakeholders to ensure clarity, consistency, and impact at scale.
THE RESULTS
Largest Xbox console launch ever
Immediate global sell-outs
Exceeded all previous Xbox launch records
The launch positioned Xbox as the definitive next-gen platform and delivered one of the most successful console releases in the brand’s history.
