Backbone One Xbox Edition

Overview

Backbone partnered with Xbox to release a special edition controller designed to integrate seamlessly into the Xbox ecosystem. I led creative direction across the digital campaign, with a focus on shaping the website experience, narrative, and visual execution to reflect the collaboration's premium, platform-level ambition.

Approach

The launch required close alignment with Xbox and Microsoft’s brand teams to ensure visual and tonal coherence across all consumer touchpoints. My goal was to create a digital experience that felt elevated and immersive across all channels, while also being deeply informed by the legacy of Xbox, gaming culture, and the product’s technical story.

Impact

The campaign successfully launched across Backbone and Xbox’s channels with strong engagement and positive sentiment from press and community, quickly selling out. The work elevated Backbone’s brand perception and helped reinforce its growing reputation as a design-forward leader in gaming.