The launch required close alignment with Xbox and Microsoft’s brand teams to ensure visual and tonal coherence across all consumer touchpoints.
An elevated and immersive campaign experience deeply informed by the legacy of Xbox vividly expresses the partnership’s energetic product story.
3D animation was used to reflect the collaboration's premium, platform-level ambition and anchor the visuals in an abstract space.
Working with Backbone’s internal product designers, packaging designers, and external 3D animation partners, we created a launch video asset and cutdowns for social and paid ads.
One of my areas of focus was extending the look and feel of the launch video across other surfaces such as Backbone.com and paid advertising. Additionally, I wrote headlines and copy for all campaign touchpoints.
