25 Years in the Making
Product Launch Campaign
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Xbox
Droga5
LOBO
Creative Director Art
2026
To announce the 25th anniversary Xbox, we hit the nostalgia button, returning to a 2001-era gamer bedroom decked out with original xbox consoles, controllers and ephemera. The film is a combination of practical set builds and special effects combined with countless hours in VFX. It was important that everything was human-made: no AI was used.
We worked directly with Xbox to craft all the product imagery, style frames and control angles for both the X25 Console and Limited edition controller.
We brought back the title track from the original Xbox Console Soundtrack CD, “Name of the Game” by the Crystal Method to crank the Y2K energy to the max.