XBOX

The Digital Age

Product Launch Campaign

In a world where everything has gone digital, Xbox was brave enough to go digital.  Some may say Xbox just removed the disc drive. But we say Xbox transformed the landscape of gaming by creating the first-ever all-digital console. To celebrate, we created a film that made a very big deal about a very small change.

Inspired by a true story, with a few minor embellishments and other completely fabricated scenes, discover how the designers of the Xbox One S All-Digital Edition made the leap to an all-digital Xbox console. Spoiler, it involves scotch tape.
In “Sign Painter” we focused on the small physical differences between the Xbox One S console and the Xbox One S All-Digital Edition, and its unintended consequences for one unlucky sign painter.

Credits:
AD/ACD: Sharon Chow Kaye 
CW/ACD: Guy Lemberg
CD: Brad Meyers
CCO: Scott Duchon
Director: Shawn Z, Tool
Producer: Nina Ulbrich