MICROSOFT - ENTERTAINMENT, NOT ADVERTISING
Not banners.
Not pre-roll.
Entertainment.
The mission was to showcase emerging platforms like Xbox Kinect and Skype by partnering with Fortune 100 brands and building experiences people would actually want to watch, play, and share.
So we approached the work like a studio and sold some of the most ambitious campaigns ever, like Intel Discovered.
An interactive action story built for Xbox Kinect, starring Chris Evans, supermodel Chanel Iman, and Redfoo from LMFAO. Players stepped directly into the story—training with stunt performers, navigating red carpets, and performing alongside the cast.
To make it feel cinematic, we brought in real Hollywood film talent.
The project was directed by Jaume Collet-Serra, the filmmaker behind major Hollywood hits like Non-Stop, The Shallows, Jungle Cruise, and Black Adam.
Content production was led by Jamie Patricof’s Electric City Entertainment, whose films include critically acclaimed titles like Half Nelson and Blue Valentine, along with later box-office successes such as Captain Fantastic.
That combination changed the scale of the work.
What started as a technology demonstration became something closer to a film—blending gaming, storytelling, and branded entertainment into a single experience released globally on Xbox.
And it wasn’t the only one.
For Wrigley’s 5 Gum, we created The Micro Challenge, a music and performance series featuring electronic artist Kaskade.
For the U.S. Army, we helped bring The LeBrons—the animated series created by LeBron James—to digital audiences.
Each project treated the brand like a producer.
Original stories.
Recognizable talent.
Built for the platforms people were already spending time on.
The result was simple.
More revenue. More industry awards. And the most decorated creative team inside Microsoft’s advertising organization.
Because when brands behave like studios, the work travels further.
