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.
