If it has a screen

have you been briefed?

Celebrate gamers anywhere and however they play while letting them know that Xbox is now available on any device.

The team

Aman Malik

Vanshika Lakhani

<-- Back to the bigger picture

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In 2024, Xbox launched their campaign "This is an Xbox" to concretise that every screen can now be an Xbox. In 2025, while answering the Xbox brief for D&Ad, two copywriters came together to sharpen the idea platform. The idea was to truly celebrate a gamer and their screen, whatever condition it came in. Because let's be honest, not everyone has those sleek looking screens but they do have passion. We wanted to connect to that passion and tell human stories.