XBox Live Rewards

ROLES: Art Direction / Conceptual Design / Digital Design

Xbox Live Rewards was a loyalty program for gamers to earn points for doing things they already do on their XBox systems like playing games, watching movies, and using apps. The more points and achievements the players earned, the more points they unlocked to purchase real rewards from the Microsoft store.

Every month my team and I were given a different theme relating to a specific genre overarching a handful of games and movies chosen by Microsoft. These are some of the examples I helped art direct and design for.

Go West for Rewards

Originally when we first started planning out Go West it was to be focusing on Red Dead Redemption 2, which was being released early that month. Unfortunately with the game being pushed back, we were then tasked to re-think the overall look and feel of the theme quickly.

With an amazing lineup choice of games and movies like True Grit, Call of Juarez, 3:10 to Yuma, and the original Red Dead Redemption, we decided to update the creative to have that “wanted poster” feel. It had a great fit similar to the gritty, dangerous outlaw and wild west theme these movie and game choices had.

Being Doctor Rewards

Doctor Rewards was a popular theme we worked with in a previous month, and one XBox wanted to bring back once again because of it’s success.

The idea behind this second direction was that you were now “Inside of the Doctor’s head” and had to unlock your rewards and achievements to escape. Since the game and movie themes were puzzle and psychological based (Inception, Being John Malkovich, The Witness, Inside, Dr. Strange), we went with the idea of combining Rorschach images into double exposures to show off the abstract and beautiful imagery and colors of the games and movies.