To gamer in electric dreams
215 McCann's ambitious campaign for the new Xbox Series X sees the console-infused dreams of players brought to life by creatives, including Taika Waititi.
Credits
powered by- Agency 215 McCann/San Francisco
- Production Company Hungry Man
- Director Taika Waititi
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by- Agency 215 McCann/San Francisco
- Production Company Hungry Man
- Director Taika Waititi
- Chief Creative Officer Scott Duchon
- Creative Director Nichole Geddes
- Associate Creative Director/Art Director Shawn Raissi
- Senior Copywriter John Friedman
- HP Mandi Holdorf
- Senior Digital Producer Neile Weeks
- Producer Christina Chin
- Associate Producer Jessie Ybarra
- Senior Producer Gabrielle Gardner
- Executive Producer Mino Jarjoura
- Executive Producer Dan Duffy
- DP Matthew Libatique
- Edit Company Cut+Run/California
- Editor Steve Gandolfi
- Executive Producer Deanne Mehling
- Producer Caylee Banz
- Sound Design Trinitite Studios
- Sound Designer Brian Emrich
- Audio Post Lime Studios
- Audio Mixer Rohan Young
- Audio Assistant Jeremy Nichols
- Executive Producer Susie Boyajan
- Colorist Sean Coleman
- Senior Producer Matt Moran
- Executive Producer Ashley McKim
- VFX Company Parliament Studios
- Animation La Pac
- Animation Director Quentin Deronzier
- Producer Anna Roudaut
- Producer Rick Jarjoura
- Assistant Editor Tim Sekiguchi
- Composer Gareth Coker
- Artist CGI/Compositing Vitaliy Havrylyuk
- Artist CGI/Compositing Alexy Prefontaine
- Digital Artist Johanna Jaskowska
Credits
powered by- Agency 215 McCann/San Francisco
- Production Company Hungry Man
- Director Taika Waititi
- Chief Creative Officer Scott Duchon
- Creative Director Nichole Geddes
- Associate Creative Director/Art Director Shawn Raissi
- Senior Copywriter John Friedman
- HP Mandi Holdorf
- Senior Digital Producer Neile Weeks
- Producer Christina Chin
- Associate Producer Jessie Ybarra
- Senior Producer Gabrielle Gardner
- Executive Producer Mino Jarjoura
- Executive Producer Dan Duffy
- DP Matthew Libatique
- Edit Company Cut+Run/California
- Editor Steve Gandolfi
- Executive Producer Deanne Mehling
- Producer Caylee Banz
- Sound Design Trinitite Studios
- Sound Designer Brian Emrich
- Audio Post Lime Studios
- Audio Mixer Rohan Young
- Audio Assistant Jeremy Nichols
- Executive Producer Susie Boyajan
- Colorist Sean Coleman
- Senior Producer Matt Moran
- Executive Producer Ashley McKim
- VFX Company Parliament Studios
- Animation La Pac
- Animation Director Quentin Deronzier
- Producer Anna Roudaut
- Producer Rick Jarjoura
- Assistant Editor Tim Sekiguchi
- Composer Gareth Coker
- Artist CGI/Compositing Vitaliy Havrylyuk
- Artist CGI/Compositing Alexy Prefontaine
- Digital Artist Johanna Jaskowska
There's no doubt that what we experience before sleepy-time can have an impact on our dreams, but would you be willing to share them with the world?
Thankfully, we weren't asked to take part in 215 McCann's audacious campaign for the new Xbox Series X, but those that were saw their fantasies captured by dream scientists at a leading university known for its Targeted Dream Incubation methods.
Using dream recording technology, Hypnodyne, to explore what gamers dreamed of after playing, the agency then partnered with creative types to reimagine the conversations into something more tangible.
Kicking it off is short film Lucid Odyssey created by Taika Waititi and featuring streamer MoonLiteWolf, who recounts a dream in which she explores a magical forest with a glowing bunny creature, encounters a 'galaxy whale' made out of constellations, and attending a concert in space where Master Chief was deejaying an EDM version of the Halo Monk Chant.
The accompanying Made From Dreams video provides a look behind the science and into the hypnagogia sleep state, introducing us to each of the gamers and their lucid dreaming experiences that inspired the content. These include:
- Cleveland Browns Wide Receiver Odell Beckham Jr., played Xbox and dreamt that he controlled big, fiery stars in the dark of outer space with a single movement of his hand, transporting him to a world where anything is possible. This inspired the blazing stars both on his custom Xbox controller and on the inside of his custom AF1 shoes.
- Artist Quentin Deronzier created a series of digital art inspired by Stallion83’s dreams, which include summoning a fleet of fiery ships in the heat of a Viking battle, a nod to Assassin’s Creed Valhalla, one of the many next-gen games he experienced before sleeping.
- Digital creator Johanna Joskowska created augmented reality social filters that enabled fans to load different game-themed experiences out of Emericagirl24’s dreams. In one dream, Emericagirl visited a futuristic store with cyborgs shopping for different body modification accessories, likely inspired by her experiencing the new game Cyberpunk 2077 before sleeping.
- Audio creators have brought visually-impaired gamer, BlindGamerSteve’s dreams to life in Walking in Steve’s Dreams told through immersive spatial sound. The story captures Steve’s dreams of exploring Europa and fighting creatures using Stasis, an elemental power in Destiny Two: Beyond Light, the game he experienced before sleeping.