Play Outside the Box is a campaign that celebrates the gaming community, both everyday gamers and streamers, for their creative, unconventional, and boundary-pushing ways of engaging with video games. Whether you’re hacking your Xbox to use a treadmill as a controller or playing remotely in unexpected places, this campaign spotlights individuals who break stereotypes, challenge norms, and showcase imagination and individuality, ultimately inspiring others to rethink what gaming can be. This includes not just gameplay, but also how people perceive Xbox, not as a static console but as a dynamic platform and brand.

The campaign invites everyone to share their unique stories using #playoutsidethebox. These stories will form the heart of the visual campaign and culminate in an event that champions creative gaming. The event will showcase innovative ways to play and invite attendees to experience them both in person and remotely. By celebrating the full spectrum of the gaming community, Play Outside the Box reinforces Xbox’s brand values of creativity, fun, and boundless play – proving that Xbox is about gaming anywhere, for everyone, with endless possibilities.

This TV Ident is created for Channel 4’s themed movie season, ‘92 Days of Nostalgic Classic Horror’. It aims to plunge the viewer into an inescapable loop of nostalgic horror, drawing on iconic imagery from classic films of the 1970s through the 1990s. Familiar yet distorted scenes emerge unpredictably from the darkness with every shift of the camera, creating an atmosphere of tension and unease. The experience echoes the structure of a jump scare – suspense builds with each moment, but the release is uncertain. Sound plays a crucial role as the distorted guitars and unsettling rhythms of ‘Boo’ by Just Mustard underscore the visual chaos, intensifying the sense of dread. As the viewer is pulled deeper into this waking nightmare, the boundary between memory and fear begins to blur – and there’s no clear end in sight.