Xbox adapts to help thrive

Microsoft Xbox – This Is How We Do It

Credits

powered by

Agency McCann/London
Production Company Witness
Director Simon Frost

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency McCann/London
Production Company Witness
Director Simon Frost
Director Ben Hanson
Production/Post Production/Sound/Music Supervision Craft London (In-House at McCann/London)
Executive Producer Dennis Olsson
Senior Producer Sarah Hall
Senior Audio Engineer Joshua Younger

Music Supervisor Chris Graves
Executive Creative Director Regan Warner
Creative Director Jim Nilsson
Creative Director Jacob Gjelstrup Bjordal
Creative Jemma Burgess
Creative Gemina Flores
Head of Design Lisa Carrana
Senior Designer Ben Anthony

Junior Designer Chloe Delhumeau
Senior Editor Joe Walmsley
Producer Dominic Hicks
Assistant Producer Ellery Wooff
Post Producer Lauren Lindsay
Motion Designer Josie Farrugia
Motion Designer Josh Van Der Velden
Colorist Peter Pichnor

Show full credits

Hide full credits

Credits powered by

Xbox has been leading the way for accessibility in gaming since the launch of its adaptive controller in 2018, and with the newest iteration, showcased in this delightful spot from McCann London, its putting control in the hands of even more people.

Set to Montell Jordan's This Is How We Do It, the film follows three gamers as they manipulate the new tool in smart ways to get that gamerscore climbing.

Directed by Witness duo Simon Frost and Ben Hanson, the heartwarming promo not only makes endearing portraits of its protagonists, but also cannily showcases the multitude of methods the new gear can be modified.

Click image to enlarge

"The Adaptive Joystick is more than a piece of hardware; it's a statement," explains Jim Nilsson, Creative Director at McCann London. "It's about inclusivity, empowerment, and giving more people access to gaming. Because when everybody plays, we all win.

"This campaign celebrates the Xbox community and how they play, and we hope it will inspire more people to discover the joy of gaming.”

Cheyenne DeMar, a member of Xbox’s community who features in the announce film, adds “Having been involved in this campaign is an absolute dream for me. I've always wanted to make a difference and help people so collaborating with Microsoft and Xbox to launch their Adaptive Joystick feels like the result of everything I’ve ever worked for.”