Xbox_SX
/ Power
Your Dreams
SCROLL
[ INTERACTIVE ]
/ LIVE EVENT
[ INTERACTIVE ]
/ LIVE EVENT
At release, the Xbox Series X was the most powerful console ever built. Microsoft needed a launch that proved it — live, to millions, in a single night.
UNIT9 had six weeks. So we built a 3.6-metre monolithic structure on a rooftop in central London and broadcast it to the world.
[ INTERACTIVE ]
/ LIVE EVENT
[ INTERACTIVE ]
/ LIVE EVENT
[ INTERACTIVE ]
“ Xbox fans will scrutinise every frame. That's not pressure — that's the brief. You hide the Easter eggs deep enough that finding them feels like something."
Sean Pruen, Creative Director
[ INTERACTIVE ]
/ LIVE EVENT
LOCATION
: LONDON
EXECUTION
The monolith anchored a six-hour countdown broadcast on XBOX ON — front and centre on a London rooftop, inspired by the geometry of the console itself.
UNIT9 pulled off a visual effects technique that hadn't been done before: pre-rendered, projection-mapped animation optically corrected for multiple camera angles, projected into the air as volumetric light beams and virtually mapped in real-time with the same content overlaid.
[ INTERACTIVE ]
/ LIVE EVENT
LOCATION
: LONDON
The monolith was also a live social instrument. Viewers on Twitch could influence it in real-time — comments, reactions, answers — for a chance to win a Series X and see their name on the holographic display. Hidden 5×5 codes unlocked exclusive game content in the Xbox store. The Easter eggs went deep enough that finding them meant something.
Dream
Powered
[ INTERACTIVE ]
/ LIVE EVENT
LOCATION
: LONDON
RESULTS
7 . 3 million views on Twitter alone — and thousands of replies. The Xbox Series X launch became the hottest virtual gaming event of the year.
Across YouTube and Twitch, millions watched in real-time as UNIT9's monolith counted down to launch. The community found the Easter eggs, redeemed the codes, and filled the comments with exactly the kind of reaction you get when discerning fans feel genuinely rewarded.
[ PILLAR ]
/ SUB CATEGORY
LOCATION
: LONDON
CREDS
CLIENT
BRAND
AGENCY
PLATFORM
INDUSTRY
RELEASE DATE
LOCATION
DIRECTOR
MICROSOFT
XBOX
EDELMAN DEPORTIVO
LIVE / TWITCH
GAMING
2020
LDN, UK
SEAN PRUEN