Agency: 215 McCann
Date: Oct 2017
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Xbox One X delivers an immersive 4K gaming and premium entertainment experience. In order to appeal to all gamers, the 'Feel True Power' campaign focuses on more than specs. The 60-second anthem spot takes the audience on an emotional roller-coaster featuring core responses to power: awe, excitement, fear and passion.

It is a direct call-to-action to gamers to feel the emotions of gaming in a way they have never felt before. In addition to this spot, the campaign includes over 12 videos that focus in on specific emotional and/or product messaging for various media uses.


Product: Xbox One X

Client: Xbox

Client: Microsoft – Xbox

Director, Xbox Integrated Marketing – Craig McNary

Senior Manager, Xbox Integrated Marketing – Michael Rivera-Dirks

Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Ezra Paulekas

Art Directors: Sean Flores

Copywriter: John Choe

Director of Integrated Production: Alex Spahr

Agency Producer: Jonathan Matthews

Business Director: Peter Goldstein

Account Director: Drew Porter

Account Supervisor: Devina Hardatt

Assistant Account Executive: Armando Melendez

Director of Strategy: Brian Wakabayashi

Strategy Director: Cassidy Wilber

Senior Strategist: Ryan Ouyoumjian

Live Action Production: Psyop

Directors: Sean Martin & Marie Hyon

Managing Director: Neysa Horsburgh

Head of Production/EP: Monica Reimold

Producer: Omar Bustos

DP: Christophe Collette

Editorial: Cabin Edit

Editor: Scott Butzer

Producer: Michelle Dorsch

Managing Partner: Carr Schilling


“Power” by Kanye West

Music Mix: One Union

Mixer: Matthew Zipkin

Sound Design & Mix: 740 Sound

Mixer: Stephen Dickson

Sound Designer(s): Chris Pinkston, Rob Marshall

Executive Producer: Scott Ganary