“We built our system around a common language using dynamic lighting and camera angles to convey the One X's reserved yet overwhelming power.”
— Karly Hand / Creative Director – Brand
“We used our in-house photo lab to test lighting and composition, which was a big advantage as Xbox was looking to rapidly prototype design stories.”
— Pavlina Summers / Art Director - Photography
“Motion empowers brands to connect with less words and more meaning. For Xbox, we built a versatile motion language that expresses the powerful features in this badass console.”
— Matthew Gamlen / Art Director – Content
“We helped the team at Xbox create a system that could pivot from hero moments to go deep into the details that power the experience.”
— Jared Milam / Creative Director – Brand
There are unique challenges surrounding the launch of a product brand. Our deep experience in product design and branding made us the perfect fit to partner with the Xbox team in crafting a visual system reflective of their next-level hardware. We worked to embrace the vision of the product design and extend it into a communication platform that connects with the gaming audience.
Together, we focused on creating a visual style and voice that captured the nature of the inner workings and outward appearance of the product itself – surgically precise yet strikingly powerful. Our work for Xbox One X helped inspire the internal marketing teams at Microsoft and inform their launch decisions while laying a solid foundation for their other creative partners to build from across a myriad of touchpoints.