Xbox highlights adaptive gaming tools in social media ad

Xbox has unveiled a social media ad highlighting its new Xbox Adaptive Joystick and 3D printable thumbstick toppers for accessible gaming. 

"This is how we do it", created by McCann London, celebrates the diverse ways gamers with disabilities can be empowered to enjoy gaming.

The 105-second film is set to the Montell Jordan track of the same name, and features inspiring stories of three gamers who use these adaptive devices to play in their own unique ways.

It is available on Xbox's social channels and Xbox Wire, and was directed by Simon Frost and Ben Hanson through Witness.

In addition, fashion photographer Lara Angelil captured the campaign visuals, which aim to challenge traditional portrayals of gamers and highlight the ways they interact with Xbox's adaptive tools.

Jim Nilsson, creative director at McCann London, said: "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. 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.”

McCann London and Xbox won two Grands Prix in Direct and Entertainment Lions for Gaming, a Titanium Lion, a gold in Brand Experience & Activation and four silvers with “The everyday tactician” campaign at this year's Cannes Festival, which took place in June.