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