Xbox One: Introducing the Xbox One S All-Digital Edition by 215 McCann
- Location:
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.”
Credits
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
