Client: Xbox
Role: Creative Director
Agency: Ayzenberg 

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E3 is undoubtedly the biggest marketing/PR/media beat for Xbox each year. 2019 marked an especially important moment as Xbox prepared to officially reveal their next generation hardware. As E3 approached, rumors had grown into a frenzy across forums, reddit and twitter with fans hoping for a major console announcement at this year’s event. To ignite the organic and earned conversation, we hid three pieces of a puzzle in the @Xbox twitter E3 countdown videos (see frame left below).

R255, G36, B0. The RBG code for the color Scarlet. 


A single twitter user solved the puzzle one day before the E3 Xbox briefing. When @Xbox replied to this user confirming that he had pieced things together correctly, media picked up the story almost immediately:


Project Scarlett was announced by Phil Spencer during the Xbox E3 2019 briefing.

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And some quick stats.

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Team:
Vu Nguyen, Art Director
Lawrence Benjamin, Designer (3D/CG)
Riley Trela, Copywriter