Xbox All Access

Live, laugh, game
with Andre Braugher

Integrated campaign
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Figuring it all out

Xbox All Access isn’t complicated. It’s the smart, complete next-gen upgrade. A “triple threat” of a console, Game Pass Ultimate, all for no upfront cost. Put simply, it's a great deal. But there was still some confusion among gamers eager to upgrade to a next-gen console. So we hired Andre Braugher to help set the record straight with an absurd send-up of professional development programs like MasterClass. The campaign included video content, key art design, and even a custom controller featuring the cutest corgi on the planet.

Strategy
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Gen Z teaches some lessons

Gen Z are big fans of improvement. Whether it's working on their mental, learning new skills, or widening their perspectives, they're open to new ways of living, doing, and yes, even gaming. They're not the only ones. The self-improvement industry was valued at $46 billion in 2023 and is expected to reach $67 billion by 2030. (Grand View Research)