THE CHALLENGE
Launching Xbox Series X|S meant introducing not one but two groundbreaking consoles—each tailored to distinct gaming audiences—into a crowded, highly competitive market. Xbox needed a unified narrative powerful enough to resonate with passionate players and new gamers alike, clearly differentiating itself from PlayStation’s simultaneous console launch.
THE INSIGHT
Our research revealed players didn’t just care about hardware specs—they craved transformative gaming experiences. Power, speed, and fidelity were impressive but intangible.
Players needed to feel why next-gen mattered.
THE IDEA
We centered the launch around a singular, compelling truth:
Xbox Series X|S transforms how you feel when you play.
Faster loads, richer worlds, deeper immersion—this wasn’t just an upgrade; it was the power to experience games like never before.
THE EXECUTION
Unified Global Branding
We created a bold visual and messaging framework highlighting Xbox Series X|S as the most immersive, powerful gaming experience yet. A clean, cinematic aesthetic put gameplay and emotional connection first, making next-gen benefits immediately relatable and exciting.
360° Integrated Campaign
From digital showcases and social teasers to dynamic packaging and impactful retail displays, every touchpoint communicated a clear, cohesive story:
Xbox Series X: Uncompromising performance, unprecedented realism.
Xbox Series S: Speed, affordability, and accessibility without compromise.
Storytelling That Resonates
Our messaging leaned heavily into emotional benefits—immersive experiences, effortless power, and the joy of instant responsiveness. We moved beyond tech specs to vividly illustrate how Series X|S would transform players’ gaming moments.
THE RESULTS
Largest Xbox console launch ever
Immediate sell-outs globally
Exceeded all previous Xbox launch records
Xbox Series X|S successfully positioned Xbox as the definitive next-gen gaming choice, resulting in a historic launch that not only rivaled but exceeded competitor momentum.
MY ROLE
As Creative Director, I led global brand strategy and creative execution, overseeing messaging frameworks, visual identity, packaging, and campaign development. Collaborating closely with internal Xbox teams, agency partners, and global stakeholders, I ensured consistency, creativity, and impact at every stage of the launch.
