top of page
XBOX
Fueling the Culture of Play
GEN Z REACTS
HONORING TWO DECADES OF XBOX
To mark Xbox’s 20th anniversary, we set out to spotlight the people who’ve kept the brand alive: the players. Instead of building a traditional tribute video, we tapped into the chaos, charm, and honesty of YouTube reaction culture. The idea was to bring together gamers from different eras and let them relive the moments that defined their Xbox experience.
What unfolded was a mix of nostalgia, surprise, and genuine emotion. Hearing players react to iconic games and historic milestones reminded viewers why Xbox has meant so much to so many. It wasn’t about marketing. It was about shared memories, inside jokes, and the feeling of growing up with a console by your side.
Case study linked here.
Full video linked here.
1.1M+
VIEWS
18K+
LIKES
2.1K+
COMMENTS
SHOWCASE
For the 2024 Xbox Showcase, our team powered the full content ecosystem around the event. Leading up to the big day, we built momentum with social assets designed to spark conversation and anticipation. After the showcase, we rolled out recap content for anyone who missed the announcements. But the real highlight was what happened during the showcase. We helped produce a live reaction stream hosted by two gamers who responded in real time to reveals from developers, giving the community a space to watch, react, and celebrate together. It turned the showcase from a one-way broadcast into a shared, interactive moment for Xbox fans.
COD BLACK OPS 6 RELEASE
For the launch of Call of Duty: Black Ops 6, our team supported Xbox with a full slate of social-first content that pushed BO6 hype. We traveled to Los Angeles for an unreal creator event where Call of Duty brought together 100 streamers for a massive LAN party to play the game early. On-site, we handled live social coverage, captured creator reactions, and produced same-day edits that hit Xbox’s channels while the event was still unfolding. The goal was speed, energy, and authenticity, and the content we delivered helped amplify the launch in real time.
COMING TO GAME PASS
Our team reinvented how Xbox announces new titles by turning what used to be a straightforward info drop into a monthly social series fans actually look forward to.
We created Coming to Game Pass, a repeatable content format built around aesthetic visuals and a tone that feels native to social culture. Instead of simply listing games, we crafted a style that makes the updates feel like an event, encouraging viewers save for later.
The result was a fun, recognizable series that made routine announcements feel entertaining and worth engaging with every month.
PRODUCT RELEASES
We also supported a wide range of Xbox product launches, finding fun and unexpected ways to showcase new controllers and consoles through a social-first lens. Each release gave us room to experiment with weird, playful concepts that fit naturally into the feed while still highlighting the products’ details and personality.
It became a space where creativity and fandom met, letting us show off Xbox hardware in formats that felt native to the community.
CONTENT HIGHLIGHTS
24,100,000+ VIEWS
13,700,000+ VIEWS
11,900,000+ VIEWS
6,700,000+ VIEWS
* For Xbox by Superdigital™ with Bailey King, Nod McFall, Anthony Forte, Liam Trumble, Vinny Mui, Amir Zahed, Javonta Thomas, Spencer Kupish, and Sara Noonan
bottom of page