CREATIVE DIRECTOR, WRITER, WEB DESIGN, EXPERIENCIAL DESIGN
As part of the original XBOX development team, the challenge went far beyond creating ads. Starting on the ground floor (1.5 years out from launch), with fewer than 25 people at Microsoft involved, the goal was to develop a position and brand strategy that would speak to hardcore early adopters, third-party software developers, and the retail establishment. So a “FOR GAMERS BY GAMERS” mantra was taken on as a thematic approach for the advertising to be executed worldwide. Supported by transparent waves of PR, alternative messaging at the E3 unveiling, and digital teasers to reveal the launch date, a break out opportunity for Microsoft arose to launch as a major player in the gaming space and give Microsoft a much needed softer brand appeal. A total of over 24 million original XBOX units have been sold worldwide.
