Xbox One Launch
From Los Angeles to Berlin and Paris to Australia, the Xbox One was released in 13 global markets globally.
New York City was one of the places in the world Xbox celebrated with gamers for the Xbox One’s anticipated launch. Times Square came to life as zombies, Roman soldiers and supercars converged for the launch countdown.
Creative direction — Visual & motion design
CHALLENGE
We set out to celebrate with our gamers for the midnight release of the Xbox One immersing New York City with Xbox green as we took over Times Square.
Goal
Create 10 hours of synced visual and interactive content on more than 30 screens counting down to the release of the Xbox One console.
A flexible system
As we identified the canvases for our experiences, each building was owned by different partners and had their own set of requirements, limitations, and deliverables.
It required our team to be thoughtful on approach with building the visual components. We needed to understand technical limitations of each screen to know what’s possible.
Gamerpics, colors, the toast, and the welcome screen were the elements that made Xbox One personalized for every member of the family. These were elements that made Xbox One dashboard uniquely yours.
An asset repository that optimized the production process and keep consistency and feel of the experience.
Scale
To be able to scale the experience, elements were built as collection of building blocks or components that we can reuse for our deliverables.
Interactive
During the Xbox One Launch in Times Square, New York, the Thomson Reuters Building was turned into a Welcome Screen personally greeting Xbox Live members.
A website was created where you were able to login to your Xbox Live account, choose a color from the new Xbox One color palette, and a picture from the refreshed collection of gamerpics.
Social
Times Square was globally connected with Xbox One events happening around the world
Twitter board on the American Eagle Building: We worked with an outside agency to monitor and filter tweets before displaying on the board