“Social Evolution”
Client: Xbox
Role: Creative Director / Creative Strategy
Going into the Generation 9 launch year, Xbox understood they were having a bit of an identity crisis on social–who the brand is, what it stands for, and what it means to be a part of the Xbox community was unclear. So, they approached us with a lofty goal–they wanted to be the best gaming brand on social media and they wanted to connect with gaming audiences in a more meaningful way.
To make this a reality, we needed to overhaul the perception of the brand with social audiences.
We needed to show up differently. We needed to stop playing it safe and start taking risks.
So we launched a revamped brand voice & persona, creative strategy, and a new visual direction–effectively repositioning Xbox as the best gaming brand to follow on social media. This strategic, creative evolution led to massive audience growth, record engagement, a shift in positive sentiment, and a community of rabid, outspoken fans.
Here’s how we did it:
2021 Clio Awards Silver Winner