Xbox One X – E3 2017

The Challenge: What Does a True 4k Gaming Experience Look Like?

To show what a true 4k gaming experience looks and feels like, we brainstormed various ideas around high-fidelity imagery and unique ways to bring them on. One concept resonated above all: "Pixel Threading."

The Idea: Pixel Threading

The spot revolves around the concept of pixels bursting out of the console's powerful core, tightly weaving together to create a rich 4k visual experience. With this, we were able to make beautiful sequences featuring iconic game characters, reimagined in 4k.

The Story

To create a complete narrative around this concept, we started with the impressive hardware and developed a story tying its raw power into the way it makes gamers feel.

Design Details

We worked closely with the Microsoft Industrial Design Team to get every detail of the hardware correct. There were so many thoughtful and precise design decisions that went into creating the Xbox One X console– we wanted to ensure those were expressed through the film.

Live Action Shoot

To show what this meant for gamers, we worked with live action director, Michael Chaves. Together, we shot on green screen and built a CG world full of pixels surrounding our gamer. As she activates the controller, the pixels manifest into a massive 4k gaming screen in front of her to create an experience never before seen on a game console.

The Pixel Threading Animation Technique

The animation technique of the film required extensive research and development. Using a blend of intricate particle simulations on top of character animations, the team created a distinct aesthetic to visualize each IP.

Matthew Encina, Creative Director at Blind, explains: “this was unlike anything we've ever done before at Blind. We had to build a skilled team of specialists to experiment with various techniques. We went through test after test until we developed the correct particle systems that made up the unique visual language of the film.”

Global Reveal

We worked in complete secrecy on “Project Scorpio” for several months, collaborating with multiple teams across Microsoft, Ayzenberg, and Blind. The film made its debut live at the Xbox E3 2017 Briefing in front of millions of gaming fans across the globe. Blind is proud to be a part of such a significant launch for the Xbox brand. We're happy to be their go-to team three years in a row.