Xbox is looking to empower gamers with the launch of a new adaptable joystick and 3D printable thumbstick toppers to help fans with disabilities have a more connected experience.
Developed by creative agency McCann London, ‘This is how we do it’ is centred around a 105-second clip set to the 1995 Montell Jordan smash hit of the same name.
The film looks to authentically highlight how accessible gaming can bring joy to people living with disabilities by sharing the real stories of three gamers who use these adapted devices.
“The Adaptive Joystick is more than a piece of hardware; it’s a statement. It’s about inclusivity, empowerment, and giving more people access to gaming,” McCann creative director, Jim Nilsson said.
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“Because when everybody plays, we all win. This campaign celebrates the Xbox community and how they play, and we hope it will inspire more people to discover the joy of gaming.”
Directed by Witness’ Simon Frost and Ben Hanson, the film will run across the gaming giant’s social media channels and through dedicated content portal Xbox Wire.
Cheyenne DeMar, a member of Xbox’s community who features in the announce film added: “Having been involved in this campaign is an absolute dream for me.
“I’ve always wanted to make a difference and help people so collaborating with Microsoft and Xbox to launch their Adaptive Joystick feels like the result of everything I’ve ever worked for.”
