Executive Creative Director.

Xbox One

It’s not very often that a new console comes along in the gaming business. Twelve years after the introduction of the Xbox 360, Microsoft was preparing for the biggest launch in Xbox history. The-all-in-one Xbox One. A console that combined games and entertainment into one entertainment unit. Launching at exactly the same time as Sony’s PS4 and retailing at $100 more for something gamers had not asked for, namely entertainment capabilities, in their gaming console. The campaign invited fans to jump ahead and experience tomorrow, today, using cultural icons to generate anticipation and excitement. In the end, Xbox sold 1 million units in the first 24 hours. 3.9 million more were sold in the next 5 weeks. And they beat Sony. 

Here are two spots that helped launch this campaign.