The Launch

To show the breadth of the first all-in-one entertainment system, we created rich media anthems that celebrated the passions of our fans, from adrenaline junkies to movie buffs, and sports fans to sci-fi nuts. The .30 and .60 videos invited them to take part in the new generation that Xbox represents.

Then, depending on the sites fans were visiting and hanging out on, we used the rich media to send people to customized living room environments tailored to their individual passions. Consumers hanging out on ESPN were sent to a sports fanatic's dream living room. If someone was into movies they'd wind up in the ultimate cinema fan's scene. There were five different environments in all, each with a customized user experience waiting to greet them

The Experience

The experience was a combination of a virtual tour and UI demo that showed fans how the Xbox One would transform the way they would consume entertainment, forever. People found both an environment that reflected their favorite entertainment, and a visual tour loaded with passion-specific content.