Las Vegas Sphere Encourages Players Power Their Dreams with Microsoft and Xbox

The Xbox Series X and Xbox Series S aren’t just video game consoles, they’re imagination machines. We all have the potential for something greater inside us. When players pick up the controller and power up the iconic orb, something shifts, and dreams blow the doors off reality’s rules, logic, and expectations. 

As Twitch-Con invaded Vegas on October 19th, Xbox powered on and powered up the Sphere, kicking off the integrated global campaign with the first-ever 3D, anamorphic campaign on Las Vegas' newest stage. The activation is an extension of the 'Power Your Dreams' campaign from Xbox.  

The campaign's central piece is an anthem film entitled 'Wake Up and Dream.' The film centres on the anticipation of those about to play and open their minds to all of the possibilities gaming has to offer. In the film, the protagonist comes home from a long day and receives a phone notification from a friend - 'On in 5?'. This message sends her on a cinematic journey beyond imagination, opening her world to all of the adventures that await at her console – and the closer she gets to it, the more she leaves logic at the door and embraces the world of her dreams.  

“We all have the potential for something greater inside us and in dreams, all bets are on. 

 ”What if…” takes the place of “what is.”  Where you can ignore the voice of logic and just have fun. Our new Power Your Dreams campaign aims to celebrate the dreams of all gamers with unmissable, innovative, and engaging creative and media placements that showcase Xbox’s line-up of immersive games, like Starfield, and Forza, along with our Xbox Series X|S family of consoles, this holiday.”  said Craig McNary, senior director, Xbox platform and brand. 

Xbox and creative partner 215 McCann collaborated with director Nick Ball, editor Elise Butt, and Parliament for VFX to bring this vision to life, along with Academy Award nominees Matty Libatique (Cinematography) and Son Lux (original composition). Xbox and 215 McCann partnered with BCN Visuals for the 3D activation at the Sphere.  

To accompany the Sphere and the film, the 'Power Your Dreams' campaign will have OOH, digital and social media placements in the US, UK, Germany, Mexico, and Australia.