Context
Xbox Elite controllers are a line of high-performance gaming accessories that are designed for a new generation of players who crave self-expression.

My Role
I was the agency-side account lead and was accountable for budget management. Additionally, I scouted the influencers, worked hand-in-hand with our production agency, and created the integrated campaign rollout in partnership with Microsoft.

Approach
Show that everyone can be elite in a nostalgia-driven integrated campaign. To do this, we put gamers at the forefront of popular culture in a way that's been traditionally reserved for conventional elite athletes: the art of cereal.

Execution
The hero spot featured a diverse cast of gamers and a bespoke Xbox CG Mascot who revealed three different cereal flavors mapped to our three controller SKUs. We designed, created, and delivered 50 custom boxes featuring Xbox Partners from LATAM, Europe, Canada, USA, and Australia to encourage organic content creation. To bring it all together, we created a series of static and animated key art assets that lived across paid, organic, out-of-home, and web.