3 YEARS AS CREATIVE STRATEGIST WITH XBOX AUSTRALIA
In my previous role as Creative Strategist with Xbox Australia, I had the privilege of shaping impactful campaigns and experiences. Below are some of the key projects and highlights from my time there.
Launching The Next Generation of Gaming in ‘Greenstown’
Working with Xbox, we transformed Queenstown, New Zealand—the first launch site for the Xbox Series X—into ‘Greenstown.’
I developed concepts to engage the Xbox community online, including social competitions, digital Easter egg hunts for prizes, and cross-channel planning for various launch elements.
Results:
23M social impressions
68 pieces of media coverage
Dropping the Hottest Racing Game of the Year
Xbox needed a big moment to launch the latest edition of the iconic racing title Forza. As this took place during the pandemic, we had to think creatively. The idea was to literally launch Forza 5 by dropping a stunt man and a car from a helicopter in outback Australia.
I developed multi-channel community engagement strategy and ideas, which included social posts, hiding codes and clues in posts and in the video of the stunt to activate the Xbox community, sparking a frenzy of online chatter.
Results:
1.8M social impressions
12 pieces of media coverage
Enter the Worlds of Bethesda
In 2022, we brought the gaming community together to celebrate Microsoft-owned gaming company Bethesda, creators of iconic titles like Skyrim, Fallout, and DOOM. We took over an iconic Melbourne nightclub and transformed its rooms into immersive branded experiences.
I led the promotional marketing strategy and creative development of each room, ensuring that every aspect was on-brand and aligned with Bethesda’s world-renowned titles.
Through organic social media efforts alone, the event generated massive buzz, with gamers lining up around the block for three straight days.
3 days of lines wrapped around the block
8 pieces of media coverage
