Made From Dreams

Xbox | Xbox Series X Launch

The Xbox Series X is the most powerful console in the waking world. But rather than telling people that, we proved it. Through a first-of-its-kind product demo, we showed how the Series X can power the dreams gamers have in their sleep. Seriously.

To do this, we worked with a leading research university in sleep science to study the dreams of gamers. Then we enlisted world-renowned creators to bring the dreams we captured to life.

 

Digital Dream Art

Quentin Deronzier made motion artwork inspired by dreams Stallion83 had after experiencing several next-gen games.


3D Audio Dreams

To demonstrate the 3D Spatial Sound capabilities of the Series X, we made an immersive audio adventure out of BlindGamerSteve’s dreams, which were inspired by his experience playing Destiny 2: Beyond Light. For gamers who are sightless, blind, or have low vision, spatial audio can make all the difference. So not only does this piece highlight an important console feature, but it stars a prominent member of the accessibility community.


Behind the Science

Through a partnership with scientists at one of the nation’s leading research universities, the dreams of gamers were captured using a breakthrough research method called the Targeted Dream Incubation technique.

Every piece of content in our campaign was powered by real gamers and their real dreams, all captured remotely due to Covid 19 restrictions. This proved that even a global pandemic wasn’t enough to keep gamers from dreaming big.


Digital Dream Art

Director: Quentin Deronzier, La Pac

Music: Felower

Agency: 215 McCann

3D Audio Dreams

Sound Design: Big Orange

Animation: King & Country

Agency: 215 McCann

 

AWARDS WON

D&AD - Graphite Pencil, Radio & Audio/Innovation

Webbys - Best Launch; Nominee - Experimental & Innovation

Andys - Craft

One Show - Finalist, Innovation in Integrated; Shortlist - Creative Use of Data, Innovation in Radio & Audio

ADC - Shortlist, Innovation

PRESS

Adweek

Little Black Book

Muse

Shots

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