Xbox Game Pass

Giving gamers
what they want

Video and social campaign
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Advertising to people who hate advertising

PC gamers can be a pretty tough crowd. They hate being pandered to. We cut the crap and went straight to what they care most about: the games. We created a hyper-self-aware campaign featuring Shroud, one of PC gaming’s biggest names, to tell the world that Game Pass has some of the biggest PC games.

Hero video

Creative Strategy
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Winning with past failures

Shroud plays all kinds of games, making him perfect for Game Pass. What's not perfect for Shroud and Game Pass? The over-the-top gimmicks that marketers go to break onto PC gamers' radars. With that insight, we kicked off his campaign on Twitter, taking things to absurd heights to poke fun at traditional gaming marketing fails. THen Then followed up with social-first content that got PC gamers talking. Even Dr. DisRespect.