Art & Creative Direction Email
Codemasters Xbox Johnnie Walker Coca-Cola AOL NY Jets McDonald's All Small & Mighty Bio & CV	Xbox had an image problem. While their console provided a myriad of activities (from streaming movies to online gameshows) most people still thought of it as a hardcore platform for hardcore gamers. We decided to turn people’s perception of it upside down, starring, as the hero of our film, the hero of the new Xbox interface: the avatar. By making him appear to be the one seeking you out, we broke through the natural resistance people have and made Xbox approachable. To date, the film has been seen over 5,000,000 times across Europe. Since the film was 4 minutes long, we also created a Grindhouse-style trailer to pique people’s interests and promote the film.