Global – Film director Taika Waititi has brought gamers’ surreal dreams to life to promote the Xbox Series X.
To inform the campaign, Microsoft and 215 McCann analysed the dreams of players after they spent time with the new Xbox Series X. The lab recorded their neural activity using a lucid dreaming technique called Hypnodyne that allows researchers to talk to subjects while in a state of semi-sleep.
The results were then imagined by Waititi as dramatic short films that aim to show how gaming affects our sleep and dreaming experiences. The wider campaign will include other creative interpretations of players’ dreams, such as digital creator and augmented reality expert Johanna Jaskowska making filters inspired by the dreams of streamer Emericagirl24.
As consumers look for technological ways to achieve self-discovery and enlightenment, brands such as Xbox can support them by exploring the psychological and creative benefits of gaming.
