XBOX ORIGINALS DESIGNLAB FANCHISE

Agency | McCann London

We wanted to revolutionise the concept of customisation and take it to new heights. That's why we decided to give gamers a stake in their unique controller design and earn a cut based on its sales. This was something that had never been done before. We designed the layout of our out-of-home (OOH) touch points to work as a set with a consistent style. The focus was on the visual symmetry of the image, and the individuality of the gamers was highlighted by having a signature for each poster. The result was a campaign that was both visually striking and unique. It resonated with gamers and helped us to achieve our goal of revolutionising the concept of customisation.