What do you dream of after taking part in the brand new Xbox? This laboratory experiment introduced the outcomes to life

Anyone who has gone to bed right after playing a video game knows how the experience can infiltrate and even shape your dreams. Microsoft has based a large part of its advertising on this idea lately, from the starting point for its new consoles to the vacation ad about a dreaming dog of a family.

Merely imagining dreams, however, is old hat for creative marketers. Microsoft and agency 215 McCann decided to take the idea even further by analyzing what gamers' dreams after spending time with the new Xbox Series X.

In addition to bringing in popular video game streamers – and even NFL star Odell Beckham Jr. with controller – the brand tapped A-list director Taika Waititi to create a short film about her surreal sleep experiment.

Here's how it worked: gamers were asked to play the Xbox Series X, then sleep in a lab that recorded their neural activity, and even use a state-of-the-art lucid dreaming technique that allowed researchers to speak to subjects in a half-state -sleep. The sleep analysis technology called Hypnodine uses proprietary techniques to put people into a state called hypnagogia, which extends beyond the waking and sleeping worlds.

The laboratory experience of a player streaming under the name MoonLiteWolf inspired the Waititi-staged video "Lucid Odyssey":

This short film is of course a dramatic interpretation of the laboratory experiment. Check out this behind-the-scenes video for a simpler view of the process and more background information on the technology used:

The release of these videos was only the first of a rollout that will feature a number of other creative interpretations of dreams experienced by the players who passed through the Hypnodine lab.

For example, digital creator Johanna Jaskowska, who specializes in making augmented reality filters, created face filters inspired by streamer and Xbox brand ambassador Emericagirl24. Her experience with Cyberpunk 2077 resulted in a dream of a futuristic cybernetic upgrade business.

Aritist Quentin Deronzier also created visual interpretations of the dreams of streamer Stallion83, including a burning Viking ship that he imagined after playing Assassin's Creed Valhalla.

For Cleveland Brown's star Beckham, the brand created two custom Xbox controllers, one based on the stars in his dream and one based on the design of his playroom. He also received a special pair of Xbox Nike Air Force 1 sneakers.

For the visually impaired gamer Steve Saylor who works with BlindGamerSteve, Xbox and McCann created an audio experience based on the description of his dreams.


Campaign title: Power Your Dreams
Brand: Xbox
Creative Title: Made From Dreams
Xbox, Director, Brands and Advertising: Craig McNary
Xbox, Sr. Integrated Marketing Manager: Josh Munsee

Agency: 215 McCann
Chief Creative Officer: Scott Duchon
Creative Director: Nichole Geddes
ACD / Art Director: Shawn Raissi
Senior Copywriter: John Friedman
Integrated Production Director: Mandi Holdorf
Executive Producer: Gabby Gardner
Senior Digital Producer: Neile Weeks
Producer: Christina Chin
Associate Producer: Jessie Ybarra
Business Director: Mary Beth Barney
Managing director: Peter Goldstein
Managing Director: Devina Hardatt
Account Supervisor: Harold McKeon
Account Supervisor: Chris Levy
Strategy Director: Brian Wakabayashi
Strategy Director: Ryan Riley
Senior Strategist: Christian Stewart

Lucid Odyssey (short film)
Production company: Hungry Man
Director: Taika Waititi
Managing Director / EP: Mino Jarjoura
Sales Manager / EP: Dan Duffy
Producer: Rick Jarjoura
Cinematographer: Matthew Libatique

Editorial: Cut & Run
Editor: Steve Gandolfi
Editorial assistant: Tim Sekiguchi
Executive Producer: Deanne Mehling
Producer: Caylee Banz

Composer: Gareth Coker

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