Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer -
Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer - Art Director - AI - Motion Designer- Graphic Designer -

XBOX and the city – D&AD New Blood Awards

This project is a response to a real-world brief provided for the D&AD New Blood Awards 2025, an international creative competition that challenges junior creatives and students to solve real problems from leading global brands and organizations.

The brief

Campaign Objective

Create a copy-led campaign that celebrates gamers wherever and however they play. Xbox wants to show that no matter the device—TV, smartphone, PC, or console, every screen can now be an Xbox. Xbox believes in the power of play to bring people together. With the success of Game Pass, the acquisition of Activision Blizzard, and the rise of cloud gaming, Xbox is now more accessible than ever. It’s time to redefine what it means to be an Xbox gamer: it’s not about the box, but about the experience.

The Challenge

  • Communicate that Xbox is for all types of gamers, from casual to hardcore.
  • The goal is not to change how people play, but to make all gamers feel included and show that there’s a way to play Xbox that fits them.

Target Audience

Gamers around the world with a shared love of games—whether they’re into cosy-core, deep RPGs, shooters, mobile games, or competitive play. The campaign must speak to everyone and make each gamer feel that Xbox has something for them.

Key Guidelines

  • Focus on the gaming experience, not just the platforms.
  • Highlight the diversity of the gaming community and their unique preferences.
  • Choose the right channels to effectively reach and resonate with your audience.
  • The campaign must be international and include at least three copy executions, each with a clear indication of where it would appear (e.g. social media, outdoor, digital, etc.).

The solution