Bringing the Xbox campaign to life was both a privilege and a challenge, filled with palpable excitement. The dreams of all design school kids were brought to reality. Imagining the creation of the object of desire that is the new consoles and balancing iconic franchises like Starfield, Forza and Hellblade was a study in balance and impact. Without compromising aesthetics for the key art the team of Alex Sheldon and Esteban Maletz all but destroyed this assignment with the clear direction from the campaign lead Alper K and 215 McCann.