THE CHALLENGE
Make Xbox One launch memorable—giving fans permission to skip real-world responsibilities.
THE INSIGHT
Gamers eagerly anticipate launch days—give them playful justification to indulge.
THE IDEA
An official “Doctor’s Note” excusing gamers from work or school to play Xbox One at launch.
THE EXECUTION
Clever, shareable, humorous, customizable letter delivered digitally to gamers.
THE RESULTS
Huge fan sharing and media (NBC, NPR, etc) coverage
Drove massive launch-day conversations
People's Choice Webby award
MY ROLE
Concept development, creative direction, and launch execution.
