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Creating and Sharing Brand Stories

E3 2016 Characters That Matter Trailer


   |   Xbox 

The Latest, Greatest Games Ever


Microsoft’s rousing Jump Ahead trailer opened the 2015 Electronic Entertainment Expo (E3) with the greatest line up in Xbox History. For this year’s follow up, we upped the ante by using one continuous camera to take viewers into and through the compelling environments and stories of their upcoming slate being released this year: ReCore, Dead Rising 4, Battlefield 1, Forza Horizon 3, Gears of War 4 and Halo Wars 2.


E3 2016 Characters That Matter Visual ID


   |   Xbox 

The Evolution of Aspiration


With a stellar line-up of new games slated for 2016 and beyond, Xbox asked us to evolve the Characters That Matter campaign to highlight in-game characters who were every bit as compelling, but often less iconic, than last year’s roster of luminaries.

To bring added attention to these new and lesser-known personas, we made the composition less about who the characters are and more about what they do, with action poses that reflect both their missions and personalities. Our messaging retains the powerful notion of discovering something aspirational and unexpected while immersed in the fascinating worlds of the characters.

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