XBOX - EPIC GAMES. UNEXPECTED PLACES

Gaming doesn't belong in the basement. An experiential guerrilla campaign that breaks Xbox out of the living room, projecting massive, interactive gameplay onto the architecture of the city.

problem

Gamers are stereotyped as isolated, late-night introverts. But gaming is a culture that deserves to be loud. The challenge was to shatter the concept of the "living room console" and prove that Xbox allows players to game entirely on their own terms.

solution

Toronto becomes a live arena. Epic Games. Unexpected Places. is a guerrilla projection campaign that hijacks city architecture, Niagara falls, and public parks to create massive, cost-free interactive gaming environments.

THE ACTIVATION: ARCHITECTURAL TAKEOVERS

Live gameplay is mapped onto unconventional surfaces—from the glass facades of the Eaton Centre to the open spaces of Christie Pits. By turning static environments into massive, moving screens, the campaign draws spontaneous crowds and redefines public entertainment.

The Live Arena: Hijacking commercial facades and public parks to turn solo gaming into a massive, cost-free community spectacle.

TAGLINE & TONE Built around the line "Play on your terms," the campaign voice is defiant and liberating. It challenges the traditional boundaries of where and how gaming is "supposed" to happen, proving the console is only limited by the player's imagination.