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02/09

Microsoft
Changing 
the Game

Changing
the Game

Client: Microsoft
Agency: McCann
Production Partner: Hungry Man
Role: Creative Director

Awards: Cannes, D&AD, One Show, Clios, Andys, LIA, Webbys

The Xbox Adaptive Controller is an innovative controller designed for people with limited mobility. “Changing the Game” demonstrated the power of the Adaptive Controller to level the playing field and make the gaming world a more inclusive place. It didn’t just change the way gamers with disabilities played, it changed the entire gaming industry, with major competitors like Google Stadia enabling their platforms to be compatible with the Adaptive Controller.

Case Study

Super Bowl :60

Owen-reddit

Tutorials

We had Owen create tutorial videos where he demo'd the Adaptive Controller on his personal YoutTube channel. After the Super Bowl spot aired, people started sharing his videos on Reddit, which quickly amassed 40k+ upvotes. Before the Super Bowl, his channel had 20 subscribers and videos typically had 100 views. After Redditors got a hold of his content he gained 20,000 subscribers and his video on the Adaptive Controller packaging gained over a 150,000 views.

Setting up the foot control

Using the One-handed Joystick