Xbox & Amazon Fire TV

The games are coming
from inside your house

Launch Campaign
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You don't need an
Xbox to play Xbox

With Fire TV, people could have an Xbox in their home without even knowing it!
It’s pretty cool. But with the right nuance, we made this insight feel a bit…unsettling. We created a comedic campaign that leans into horror tropes that treats Xbox on Fire TV as if it were ghosts in a house. Each asset featured our own Xbox-spin on hauntings—mysterious power-up noises in the middle of the night, shadows of characters dancing across the walls, TVs flickering on and off to gameplay. But in the end, we reassured our audience there’s no need to be scared. There are no ghosts—just worlds of entertainment, all on Fire TV.