Xbox | Gaming is a Lifestyle

40 million impressions, 2.6 million views, and 450,000 engagements on TikTok.

Xbox wanted to reach people who don't think of themselves as gamers. The product was already there, colorful, well-designed controllers and accessories developed with partner brands. It just needed to be seen differently.

I concepted, shot, and edited everything myself. Treated the controller the way a fashion campaign treats an accessory. Something that belongs in your space, on your desk, in your life. Not because you game. Because it looks good and feels good and that's enough.