Microsoft / Xbox · 2019
Xbox: More Together
Creative Director · Global / US
Players knew individual games but not what Xbox added up to. We gave the whole lineup one line to sit under, More Together, and each title kept its own audience.
Problem
Players understood individual games, not the collective value or spirit of the Xbox ecosystem: a strong lineup fragmented in perception.
Solution
'More Together' as one expressive layer across the Jump In platform: human energy, friendship, shared joy: showing the different kinds of 'more' each title delivers when experienced together.
Results
One line a fragmented lineup could all sit under: each title kept its own audience, and the platform gained a single reason to care.
01: Anthem TVC
The platform idea stated once, for the whole lineup.
02: Metro Exodus
The same idea, a very different world.
03: Devil May Cry 5
Style as the connective tissue.
04: Kingdom Hearts 3
One emotional layer across a fragmented lineup.
05: Crackdown 3
The loudest world in the lineup, held to the same rule.
