We kicked off the Xbox 2016 E3 Press Briefing with the announcement video for their newest console, the Xbox One S. The latest (smaller) addition to the Xbox Family.
This is the second year we’ve created content and opened for Xbox’s E3 show, so we understand the need to create a huge impact at the most important gaming event of the year. A product launch of this scale and significance for the brand, involves a clear understanding of its users, alignment of all the teams involved, and an idea that communicates the key features that define the Xbox One S.
Over several weeks leading up to E3, Blind Creative Director (and gamer), Matthew Encina, worked seamlessly with our partners at Ayzenberg, and collaborated with the marketing and product ID teams at Microsoft Xbox. Together, we crafted a video that captured the elegance of the newly designed console and the robust features that make it an Xbox. Simply stated, “White is the new black. Smaller is better.”
The response from the live audience and the online community was amazing. Within the first 24 hours of it’s release, the video had tens of thousands of shares and likes, millions of views, and was covered by every major gaming and electronics blog. We’re so ecstatic that we could help the Xbox One S make such a huge splash at this year’s E3.
Client
Client: Microsoft Xbox
Agency: Ayzenberg
Creatives: Craig McNary (Global Integrated Marketing, Microsoft Devices and Studios), Gary Goodman (Creative Director, Ayzenberg), Allen Bey (Creative Director, Ayzenberg)
Producer: Mehera Bey (Producer, Ayzenberg), Tara Cheitlin (Producer, Ayzenberg)
Agency: Ayzenberg
Creatives: Craig McNary (Global Integrated Marketing, Microsoft Devices and Studios), Gary Goodman (Creative Director, Ayzenberg), Allen Bey (Creative Director, Ayzenberg)
Producer: Mehera Bey (Producer, Ayzenberg), Tara Cheitlin (Producer, Ayzenberg)
Credits
Executive Creative Director: Chris Do
Director: Matthew Encina
Production Company: Blind
Creative Director: Matthew Encina
Executive Producer: Scott Rothstein
Post Producer: Bridget Brennan
Art Director: Stanley Ng, Matthew Encina
Designers: Brian Phan, Rachelle Moon, Ivan Cruz, Silvia Yom, Matthew Encina, Grace Lee, Benjamin Lopez
2D Animators: Marco Campobasso, Noah Rappaport, Stanley Ng, Ryan Kaplan
3D Animators: Stanley Ng, Ryan Kaplan, Jensen Abler, Grace Lee, Juan Carlos Cuadra
Lighters: Ryan Kaplan, Jensen Abler, Grace Lee
Storyboard Artist: Ben Kendall
Editor: Stanley Ng, Parker Wilson
Director: Matthew Encina
Production Company: Blind
Creative Director: Matthew Encina
Executive Producer: Scott Rothstein
Post Producer: Bridget Brennan
Art Director: Stanley Ng, Matthew Encina
Designers: Brian Phan, Rachelle Moon, Ivan Cruz, Silvia Yom, Matthew Encina, Grace Lee, Benjamin Lopez
2D Animators: Marco Campobasso, Noah Rappaport, Stanley Ng, Ryan Kaplan
3D Animators: Stanley Ng, Ryan Kaplan, Jensen Abler, Grace Lee, Juan Carlos Cuadra
Lighters: Ryan Kaplan, Jensen Abler, Grace Lee
Storyboard Artist: Ben Kendall
Editor: Stanley Ng, Parker Wilson
Tools
Software: Illustrator, Photoshop, After Effects, Maya, Cinema4D
