Xbox Escapes the Rat Race with Film Co-Directed by David Fincher

In 'Wake Up' , Xbox positions itself as a solution to modern-day drudgery through a very real 'rat race'.

The film, co-directed by David Fincher and Romain Chassaing via Reset, follows a rat (or is he a man?) through a day's commute and work in a fictional city called Squeakattle, inhabited by anthropomorphic rodents.

Created by Accenture agency Droga5, it's their first major campaign for the brand since being named Xbox’s global creative partner last spring. By shining a light on the monotony of life, albeit through a slightly unsettling visual metaphor, Xbox wants to open a conversation with this brand trailer around finding renewed purpose and energy.

“Growing up, gaming advertising felt like a glitch in the matrix, something honest in a sea of deception," said Tres Colacion, ECD at Droga5 NY. "'Wake Up’ is about rekindling that tradition and reestablishing that dialogue.

"In David Fincher, we found a collaborator who has not only defined a generation of filmmakers but, more importantly, shares that intention with a rare depth of care. We hope that, like the great gaming work of the past, our message finds someone staring into the void and shakes them awake.”

Recognising that -- in a world of doomscroll and never-ending content -- modern life can often become a soul-crushing routine, Droga5 set out to show how Xbox and gaming can help awaken the human spark within us all.

“Droga5’s ability to understand today’s audiences and create culturally resonant work made them a natural fit," said Craig McNary, head of global platform and brand at Xbox. "With ‘Wake Up’, they’ve helped us bring our vision to life in a bold, unexpected way -- one that reflects both the emotional power of play and where we’re headed next.”

In the film, the protagonist Horatio only becomes human again when he experiences this power, thanks to his Xbox at home. Meanwhile, other humans he sees on his commute through the dank, underground world achieve this sensation on the move via cloud gaming.

The dingy sewer world has been impeccably crafted, with attention paid to every detail, from the city architecture to road signs and public transport. The rat characters were then brought to life using actors with creature-performance experience, and VFX magic from 1920 VFX.

The film is also presented in partnership with Samsung. As part of Xbox’s goal to reach more players wherever they play, they are building a lasting relationship with the brand to highlight what Samsung AI TVs offer Xbox players, and 'Wake Up' will live across Samsung channels.

“Partnering with Xbox is an incredible opportunity to help support the next chapter of a brand that means so much to so many," said Scott Bell, CCO at Droga5 NY. "Together, we are focused on expanding what Xbox stands for—opening it up to more players, platforms and possibilities. ‘Wake Up’ is the beginning of a new creative partnership grounded in helping Xbox connect with players in bold, meaningful ways.”