xbox: print

The Brief

Create a simple print and social media campaign that celebrates the immersive nature of Xbox gaming and resonates with everyday players.

Insight

Every gamer knows the phrase: “I’ll just play for five minutes.”

But five minutes in a great game has a strange elasticity — it stretches, bends, and quietly turns into hours.

Idea

Turn that small everyday lie into the campaign line:

How long is your five minutes?

The visuals capture the subtle consequences of stepping away from real life for “just five minutes” — moments where time quietly slipped away while the player was somewhere else.

Outcome

The campaign ran as a series of print and social media executions in selected local placements and digital channels for a limited period.

Client: Xbox

Agency: McCann London

Concept, Art Direction & Photography: Elias Benakrich