Role

Senior Creative Director
// Team Lead, Brand, Pitch, Ideation, Creative, Design, Strategy

Client

Microsoft
// Xbox One Launch

2013

Led the strategic development and execution of an integrated, large-scale brand activation for the Xbox One launch, designed to create an engaging, community-driven experience for early adopters. Conceptualized and directed the use of innovative digital and live event components, including interactive billboards and user-generated content displays, to amplify consumer participation and excitement. Managed cross-functional teams, coordinating efforts between creative, marketing, and technology teams to ensure seamless execution across digital, social, and live event channels. Engaged with influencer and community outreach to build organic buzz and participation in pre-launch and launch day activities. Oversaw the creative development of avatar design integration, ensuring alignment with brand identity and a personalized consumer experience. Utilized data-driven insights to guide campaign strategy, leveraging consumer behavior research to inform content creation and real-time engagement tactics. Implemented multi-channel storytelling that positioned Xbox as a consumer-centric brand, fostering loyalty and strengthening community relationships. Ensured campaign scalability and adaptability, optimizing processes for live event execution and digital platform synchronization. Cultivated a seamless user experience by anticipating potential challenges with new technology and addressing them in the campaign strategy to enhance first-user satisfaction and advocacy.

Responsibilities

When new video game consoles launch, consumers just want to pull the system out of the box, hook it up to a TV and start playing with friends. But with so many other services, updates and functionality that are now a part of owning a console, there is a lot that needs to be managed for a user experience to go smoothly. With the Xbox One promising more capabilities and technology than any console in history, Xbox One’s reputation depended on making sure first adopters were satisfied on launch day. Our challenge was to ensure they would become advocates for Xbox One.

Our insight told us that being an early buyer of a console can be a lonely experience, a new console but with no-one to play against. We wanted to prove that there was an entire community of fellow Xbox One gamers out there to connect with. A vibrant group of first adopters just waiting to connect and celebrate Xbox One together.

On the night of the Xbox One launch in Times Square, New York City, we honored our fans for being first adopters. When gamers signed up online and selected a new Xbox One avatar to represent their appearance, their avatars were displayed on one of the most prominent billboards in Times Square with the word “Hi” and their gamertag names.

Using #XboxOne, they posted comments on the console from Twitter, Facebook, Instagram and Vine that were also displayed as a dynamic mosaic on another board. Fans were also encouraged to sign up and post online and in and around Times Square from their phones, maximising use of all channels. Not only did our display help give this community a prominent outlet for self-expression; it became a recognition of gratitude from Xbox to their fans.

Results

Xbox sold over 1MM units on launch day. On the night of the Xbox One launch in Times Square, New York City, we honored our fans for being first adopters. When gamers signed up online and selected a new Xbox One avatar to represent their appearance, their avatars were displayed on one of the most prominent billboards in Times Square with the word “Hi” and their gamertag names.

dynamic #xboxone mosaic

Times square takeover

celebrity appearances

gameplay kiosks

giveaways

cosplay from exclusive launch games

Ryse: Son of Rome Cos-Play in Times Square 2013. Credit Microsoft Press Kit.