To generate buzz for the arrival of Minecraft on Xbox Game Pass for PC, we created a campaign inspired by the theme of togetherness, anchored by two different videos aimed at two different audiences:

• A comedic Announce video, broadcast during Minecraft Live and directed at core fans of the game
• An attention-grabbing Launch video that blends live action and gameplay, designed to appeal to a broad audience of PC gamers and families

The Announce video ended up winning two Clio Entertainment Awards: a Gold in the Voiceover category and a Silver in the Game Play Trailer category. Not bad for a video starring a pair of cobblestone blocks!

Role	Associate Creative Director
For	Minecraft/Xbox
Date	Fall 2021
Type	Online videos / social posts