Xbox & Free Guy

NPCs are people too

Non-player characters are the cornerstone of every video game, yet millions are unceremoniously beaten, exploded, and Ground Pounded into oblivion every single day. So Xbox became a voice for the voiceless in the lead-up to 20th Century Fox’s NPC-centric epic, Free Guy.

Watch how the work worked

We teamed up with Free Guy star Ryan Reynolds to host the first-ever NPC Awards, where we paid homage to NPCs from popular IPs like DOOM, Sea of Thieves, and The Outer Worlds.

Bryan Breynolds didn't stop at billboards and online videos when it came to sharing his passion for justice and compensation. He also took the good fight to LinkedIn, where we helped him check all the boxes of cringeworthy content: long-winded manifestos, motivational quotes, branded merch, and more.