Xbox’s latest campaign, “This Is an Xbox – Yup!”, reimagines how virtually any device—at home or at work—can become a game-ready console.
A surreal signature from Michel Gondry
Directed by Academy Award winner Michel Gondry and created by gaming agency Mutiny, the hero film is a vibrant, meticulously crafted short blending Gondry’s signature surrealism with a soundtrack sampling rapper E-40’s “Choices (Yup)”.
Through a mix of VFX, morphing, stop-motion, and handcrafted set design, Gondry captures how gaming effortlessly integrates into everyday life. Bedrooms morph into laptops via giant keyboards and oversized hands, while cafés transform into players’ digital profiles with exaggerated headshots. The result is whimsical, immersive, and unmistakably Gondry.
Highlighting accessibility through creativity
“Through a mix of incredible practical effects and his signature morph technique, Gondry created transitions that truly jump off the screen,” said Josh Munsee, director of integrated marketing at Xbox.
“Turning all your different devices into Xboxes has never been easier, and our creative partners at Mutiny did a great job highlighting that accessibility through playful, unforgettable transformations.”
A 360° rollout under the ‘Xbox Anywhere’ banner
The campaign also spotlights the ROG Xbox Ally and ROG Xbox Ally X, Xbox’s first handheld devices. Alongside the film, a global out-of-home, social, and digital rollout extends the concept with witty taglines such as “This is an Xbox Between Meetings” (for laptops) and “This is an Xbox Unless Your Team is Playing” (for smart TVs).
“This Is an Xbox – Yup!” is the first in a series of activations launching through the holiday season, part of Xbox’s broader ‘Xbox Anywhere’ initiative, celebrating the brand’s vision of seamless play across all devices.
