Microsoft Xbox
Downtime DNA
The Challenge
To extend Xbox's lead in the console race by dominating "digital free time." The strategic pivot was to evolve the brand's message from being product-centric to a personal, user-centric celebration of how entertainment defines us.
My Role
As Creative Director, I led the strategic vision and creative execution of a global integrated campaign.
The Solution
We developed the creative platform "Downtime DNA" to show how a person’s entertainment choices—from music and sports to games and film—form an emotional, unique picture of who they are. The campaign used an eclectic, beautiful mix of cultural elements and was executed across print and digital to build a cohesive and emotionally resonant brand experience.
The Impact
This brand-building campaign successfully pivoted the Xbox message, fostering a deeper, more personal connection with the audience. By celebrating every individual's "Downtime DNA," the work reinforced brand loyalty and positioned Xbox as the platform that makes it easy for every user to explore and express their identity.