Simply Next Gen

Overview

For XBOX's global "Simply Next Gen" campaign featuring TikTok sensation Khaby Lame, I contributed to the ideation and art direction of the visual identity, specifically focused on how the campaign would come to life across out-of-home placements.

The creative challenge was building a visual system that felt cohesive across both XBOX's brand and Khaby's signature minimalist aesthetic. The result was a flexible identity that translated cleanly across dynamic digital billboards and static assets, with placements in high-traffic areas including downtown Los Angeles, positioning the XBOX Series S as the next-gen console built for a new generation of gamers.