The Drum Awards for Marketing - Entry Deadline

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Agency: 215 McCann
Client: Xbox One
Date: Apr 2019
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In a world that is rapidly shifting digitally, Xbox also looks to make a bold move to take gaming to the all-digital realm – with tongue planted firmly in cheek.

The reality is that Xbox simply removed the disc drive, but the brand decided to have some fun with it, with a film stating it has transformed the landscape of disc-free gaming by creating the first-ever all-digital console – the Xbox One S All-Digital Edition

The accompanying mockumentary-style spot from 215 McCann, ‘The Digital Age’ shows the alleged behind-the-scenes showing how the biggest announcement about this smallest of changes came to be. It tells the story of the designers and engineers who came up with this very simple, yet very powerful, idea with the same inspirational, serious tone of other “how we did it” documentaries.

The designers talk about the challenge of making the Xbox totally digital while looking very serious. One guy says that going all digital “had never been done before…except movies, music, books, newspapers, the almanac…we tried removing everything, but we realized that would make it hard to play video games, so we put some stuff back.”


Client: Microsoft Xbox

Director, Integrated Marketing: Craig McNary

Sr. Marketing Manager: Michael Rivera-Dirks

Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Brad Meyers

ACD/Art Director: Sharon Chow Kaye

ACD/Copywriter: Guy Lemberg

Director of Integrated Production: Alex Spahr / Mandi Holdorf

Producer: Nina Ulbrich

Director of Business Affairs: Mary Beth Barney

Business Director: Peter Goldstein

Management Supervisor: Devina Hardatt

Account Supervisor: Harold McKeon

Assistant Account Executive: Paige Kane

Director of Strategy: Brian Wakabayashi

Strategy Director: Cassidy Wilber

Strategist: Christian Stewart

Production Company: Tool

Director: Shawn Z.

DP: Tim Hudson

Managing Director: Nancy Hacohen

Executive Producer: Rob Sexton

Line Producer: Kelly Christensen

Editorial Company:

Editor: Andy Green

3D Disc Animation: Matt Taylor

Sound Mix: One Union

Mixer: Joaby Deal and Matt Wood

Telecine: MPC

Colorist: Ricky Gausis

Colorist EP: Meghan Lang

Colorist Producer: Rebecca Boorsma

Colorist AP: Damian Winterbottom

Visual Effects: MPC

2D Supervisor: Jim Spratling

2D Lead: Rajesh Kaushik

3D Supervisor: Tim Kafka

3D Animator: Samir Patel

3D Lighter: Matt Maude

Executive Producer: Elexis Stearn

Producer: Ciaran Birks