Drew served as primary creative support on Xbox’s global “Simply Next Gen” campaign featuring TikTok sensation Khaby Lame. His role involved supporting the overarching campaign video series and contributing to the ideation and art direction of the visual identity for out-of-home placements. This visual system seamlessly integrated Xbox’s branding with Khaby’s distinctive, minimalist style, resulting in dynamic digital billboards and static assets displayed in high-traffic areas like downtown Los Angeles. The campaign aimed to position the Xbox Series S as an accessible, next-generation console tailored for Gen Z gamers.
Sometimes Simple is Smarter
Overview
Agency
Ayzenberg
Year
2023
Impact
The campaign struck a chord with its Gen Z audience, thanks to Khaby’s signature humor and massive global following. The “Wanna Build a Fort” spot racked up over 27 million views across social platforms, sparking plenty of buzz and positive conversation in the comments. By blending internet culture with gaming, the campaign boosted visibility for Xbox Series S and helped position it as the fun, accessible choice for the next generation of gamers.
