This Is an Xbox That Goes Vroom

Building on Xbox's "This Is an Xbox" platform campaign, we extended the concept into automotive gaming through a partnership with LG Electronics. Xbox Game Pass became available in internet-connected vehicles equipped with LG's webOS Automotive Content Platform, creating new gaming opportunities for passengers.

I helped concept the launch video and designed the visual identity that connected the automotive experience to the broader campaign. The "This Is an Xbox That Goes Vroom" messaging maintained the playful campaign tone while establishing credibility for in-car gaming. The launch generated strong media coverage and social engagement, with the tagline becoming widely shared across the gaming community.