Long-time partners, Microsoft and Ayzenberg invited us to help launch the most powerful console to hit the gaming market, the Xbox One X. Blind created the 4k world premiere film that opened the Xbox E3 2017 Briefing.
The Challenge: “What Does a True 4k Gaming Experience Look Like?”
To show what a true 4k gaming experience looks and feels like, we brainstormed various ideas around high-fidelity imagery and unique ways to bring them on. One concept resonated above all: "Pixel Threading."
The Idea: “Pixel Threading”
The spot revolves around the concept of pixels bursting out of the console's powerful core, tightly weaving together to create a rich 4k visual experience. With this, we were able to make beautiful sequences featuring iconic game characters, reimagined in 4k.
To create a complete narrative around this concept, we started with the impressive hardware and developed a story tying its raw power into the way it makes gamers feel.
We worked closely with the Microsoft Industrial Design Team to get every detail of the hardware correct. There were so many thoughtful and precise design decisions that went into creating the Xbox One X console– we wanted to ensure those were expressed through the film.
The Live Action Shoot
To show what this meant for gamers, we worked with live action director, Michael Chaves. Together, we shot on green screen and built a CG world full of pixels surrounding our gamer. As she activates the controller, the pixels manifest into a massive 4k gaming screen in front of her to create an experience never before seen on a game console.
The Pixel Threading Animation Technique
The animation technique of the film required extensive research and development. Using a blend of intricate particle simulations on top of character animations, the team created a distinct aesthetic to visualize each IP.
We worked in complete secrecy for several months, collaborating with multiple teams across Microsoft, Ayzenberg, and Blind. The film made its debut live at the Xbox E3 2017 Briefing in front of millions of gaming fans across the globe.
Blind is proud to be a part of such a significant launch for the Xbox brand. We're happy to be their go-to team three years in a row.