This is asserted on the company's website and expressively and beautifully reaffirmed in a new three spot campaign, created in a partnership between creative production company Blind and visual effects entity Zoic Studios.
The campaign, which was directed by Blind and executed for McCann Worldgroup, is an animated window into the virtual world of XBOX, where game titles, consoles and the players come together in unique and powerful ways.
Working with concepts from the agency, Blind collaborated with the agency's creative team on the narrative and stories for each spot.
Concept drawings and storyboards were brought to Zoic to undergo the transformation into fully animated 3D renderings.
In the inaugural spot, aptly titled "Come Together," the commercial opens on a vast expanse of XBOX 360 titles.
Slowly, each box begins to vibrate and then is quickly sucked away as if pulled by an unseen gravitational force.
Throughout the spot we follow the flight of thousands of boxes to the center of this force... a towering photorealistic XBOX 360 game console that is being created piece by game box piece.
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