CREATIVE DIRECTOR, ART DIRECTOR, WRITER
PC game ads were traditionally filled with small boxes of simulated game images. Knowing that the PC gamer culture was unique in its keen awareness of every game available while relishing in the details, Microsoft was looking to expand its’ following into the platform game space. So the tactic here was to take advantage of the new platform rendering engines and (for the first time) present the actual game-play footage as the hero, with the brand taking a backseat. The results were a huge jump in credibility for the Microsoft Games Division and record sales for that quarter.
