Xbox – Series X

Brief We worked with 215 McCann to provide a huge-scale of VFX on Xbox’s Series X global launch campaign. The…
Xbox "Series X"
Case Study


We worked with 215 McCann to provide a huge-scale of VFX on Xbox’s Series X global launch campaign. The film features Daniel Kaluuya (Get Out, Black Panther) transformed into CGI as he falls through a thrilling adventure dream world, gradually gaining control and power within it.


Using the very latest techniques together with 4D facial capture, we were able to bring the fantastical elements to life and recreate Daniel as a digital human with his own face and body movements, grooming techniques for hair and realistic cloth simulation for his clothes. We joined forces with talent from our Academy Award-winning Film team, working together to concept the creative range and six different environments.

Unreal Engine allowed us to visualise the whole film and provide Ian Pons Jewell and Xbox with a high quality and highly interactive previsualization process.


The film was recognised at the Shots Awards, The Americas and the AEAF Awards, winning the Silver and Bronze awards for Visual Effects and was nominated for a VES Award for Outstanding Visual Effects. Since launched, the campaign has had over 1 million views on YouTube and was covered extensively within the media, with features including Ad Week, The Drum and Shoot.


Chief Creative Director: Scott Duchon
Creative Director: Mat Bunnell
Senior Art Director: Savannah Hicks
Director of Integrated Production: Mandi Holdorf
Senior Producer: Nina Roussarie
Associate Producer: Jessie YBarra
Director: Ian Pons Jewell
DOP: Mauro Chiarello
Executive Producer: Deannie O’Neil
Line Producer: Megan Moore
The Mill/MPC
Executive Producer: Elexis Stearn
VFX Producers: Nicole Saccardi, Warwick Hewett, Mireille Antoine
VFX Coordinators: John Edson, Jamie Hughes
Line Producer: Neela Kumuda P
Production Coordinator: Sakshi Gaur
Senior Executive Producer, Colour: Meghan Lang Bice
Colour Producer: Sasha Pace

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