XBOX
WAKE UP AND DREAM
The Xbox Series X is the most powerful console ever made, but specs alone feel boring. We needed to sell the feeling of pure immersion. We anchored the campaign in a universal gamer ritual: the "On in 5?" text. The film showcases the surreal rush to answer that call, showing the console as a lucid dream catalyst. Then we extended that story to the Las Vegas Sphere and a TikTok challenge, turning a simple text notification into a viral global trend.
Client: Microsoft
Agency: 215McCann
Role: Associate Creative Director
Made with Zack Johnson, Scott Duchon, Brad Meyers and more. Directed by Nick Ball.
We launched the campaign on the Las Vegas sphere at TwitchCon.
We turned the invite from our film into an invite across TikTok.
Thousands joined in and millions watched. Even big brands like Doritos, Mountain Dew, and Minecraft accepted our invitation.
