• Language
    • ENGLISH
    • GERMAN
    • SPANISH
    • FRENCH
    • ITALIAN
    • JAPANESE
    • PORTUGUESE
    • CHINESE
    • RUSSIAN

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Taika Waititi Visualises Lucid Dreaming in Mind-Bending Xbox Film Featuring a DJing Master Chief

The Jojo Rabbit director works with 215 McCann on a piece of branded content based on a dream study of streamer MoonLiteWolf

Taika Waititi Visualises Lucid Dreaming in Mind-Bending Xbox Film Featuring a DJing Master Chief

Psychologists have spent centuries exploring and analysing dreams. With new innovations in dream analysis, researchers have made breakthroughs in recording the semi-lucid dream state known as hypnagogia where the brain undergoes a physiological change and the dreamer experiences a ‘waking consciousness.’

For the launch of the all-new Xbox Series X, Xbox partnered with dream scientists at a leading university known for its Targeted Dream Incubation methods. The research used the dream recording technology, Hypnodyne, to explore what gamers dreamed of after playing on the most powerful next-gen console for the first time.


This chapter of the Power Your Dreams campaign, 'Made From Dreams', developed by 215 McCann in partnership with Xbox, is a branded content series kicked off with the short film 'Lucid Odyssey', created by Academy Award-winner Taika Waititi, and featuring streamer MoonLiteWolf. The results of MoonLiteWolf’s dream study were Taika’s inspiration for this film that tells the story of MoonLiteWolf’s experience and the real dreams she had, which include exploring a magical forest with a glowing bunny creature, encountering a 'galaxy whale' made out of constellations, and attending a concert in space where Master Chief was deejaying an EDM version of the Halo Monk Chant.


MoonLiteWolf stars in the film, celebrating the Xbox gaming community in a way never done before. The dream study narrated throughout the film includes actual audio recorded during the dream study.


In addition to 'Lucid Odyssey', the 'Made From Dreams' series includes the following content:

- Cleveland Browns wide receiver, Odell Beckham Jr., played Xbox and dreamt that he controlled big, fiery stars in the dark of outer space with a single movement of his hand, transporting him to a world where anything is possible. This inspired the blazing stars both on his custom Xbox controller and on the inside of his custom AF1 shoes.


- Artist, Quentin Deronzier, created a series of digital art inspired by Stallion83’s dreams, which include summoning a fleet of fiery ships in the heat of a Viking battle, a nod to 'Assassin’s Creed Valhalla', one of the many next-gen games he experienced before sleeping.

- Digital creator, Johanna Joskowska, created augmented reality social filters that enabled fans to load different game-themed experiences out of Emericagirl24’s dreams. In one dream, Emericagirl visited a futuristic store with cyborgs shopping for different body modification accessories, likely inspired by her experiencing the new game Cyberpunk 2077 before sleeping.

- Audio creators have brought visually-impaired gamer, BlindGamerSteve’s dreams to life in 'Walking in Steve’s Dreams' told through immersive spatial sound. The story captures Steve’s dreams of exploring Europa and fighting creatures using Stasis, an elemental power in 'Destiny Two: Beyond Light', the game he experienced before sleeping.


The accompanying 'Made From Dreams' video provides a look behind the science and into the hypnagogia sleep state, introducing us to each of the gamers and their lucid dreaming experiences that inspired the content. The content series is the literal manifestation of the Xbox Series X campaign’s tagline 'Power Your Dreams'. The next generation of Xbox consoles is what dreams are made of – literally. Both Xbox Series X and Xbox Series S are available now globally.


Featured Companies: Company 3 LA , Cut+Run US , Craft , Hungry Man US

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Brand: Xbox

Client: Microsoft Xbox

Campaign title: Power Your Dreams

Creative title: Made From Dreams (content series)

Xbox, Director, Brands and Advertising: Craig McNary

Xbox, Sr. Integrated Marketing Manager: Josh Munsee

Xbox, Lifestyle and Pop Culture Marketing: Kumar Manix

Agency

Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Nichole Geddes

ACD/Art Director: Shawn Raissi

Senior Copywriter: John Friedman

Director of Integrated Production: Mandi Holdorf

Senior Producer: Gabby Gardner

Senior Digital Producer: Neile Weeks

Producer: Christina Chin

Associate Producer: Jessie Ybarra

Director of Business Affairs: Mary Beth Barney

Business Director: Peter Goldstein

Management Supervisor: Devina Hardatt

Account Supervisor: Harold McKeon

Account Supervisor: Chris Levy

Director of Strategy: Brian Wakabayashi

Strategy Director: Ryan Riley

Senior Strategist: Christian Stewart

Production

Production Company: Hungry Man

Director: Taika Waititi

Managing Director/EP: Mino Jarjoura

Director of Sales/EP: Dan Duffy

Producer: Rick Jarjoura

Director of Photography: Matthew Libatique

Editorial: Cut + Run

Editor: Steve Gandolfi

Assistant Editor: Tim Sekiguchi

Executive Producer: Deanne Mehling

Producer: Caylee Banz

Music and Sound

Composer: Gareth Coker

Sound Design: Trinitite

Sound Designer: Brian Emrich

Final Mix: Lime Studios

Audio Mixer: Rohan Young

Audio Assistant: Jeremy Nichols

Executive Producer: Susie Boyajan

Colour and VFX

Colour: Company 3

Senior Colorist: Sean Coleman

Senior Producer: Matt Moran

Executive Producer: Ashley McKim

Visual Effects: Parliament

Digital Dream Art (cinemagraphs)

Production + Animation: La Pac

Director: Quentin Deronzier

Producer: Anna Roudaut

Post Producer: Françoise Hernandez

Supervisor: Julien Missaire

Artist CGI / Compositing: Vitaliy Havrylyuk, Alexy Prefontaine and Peter Shkolniy

Music Composer / Sound Designer: Felower

AR Dream Filters

Digital Artist: Johanna Jaskowska @johwska

Agent: Aras Sehatkar

OBJ’s Dream Kit (custom AF1s)

Editorial: Cut+Run SF

Editor: Sean Fazende

Assistant Editor: Kelly Henson and Stefan Manz

Producer: Caylee Banz

Assistant Producer: Laura Hardy

Executive Producer: Deanne Mehling

Odell Beckham Jr.’s Creative Director: Ajay Sangha

Camera Crew: ITN productions

Post-Production: Jogger SF

Lead Flame Artist: Brendan Crockett

Creative Director: Andy Brown

Producer: Caylee Banz

Executive Producer: Deanne Mehling

Walking in Steve’s Dreams (3D audio)

Sound Design: Big Orange – The Audio Agency

Audio Storyline / Audio Scenario / 3D Supervision: Vincent de Koning

Sound Design / Mixing / Mastering: Vincent de Koning & Jos Jansen

Production Manager: Jolien Neperus

Animation: King & Country

Executive Producer: Jerry Torgerson

CD: Rick Gledhill

Producer: Ryan Lowrie

Animators: Austin Hyde, Arturo Perez

Made from Dreams (behind-the-science video)

Editorial & Post-Production: Craft

Producer: Philip Ohler

Editor: Devin Altobello and Matt Flamm

Graphics: Mark Yagos

Audio Mixer: Nick MacDonald

Composer: Gareth Coker

Dream Study (video capture)

Production: Craft

Head of Content: Adam Hirsch

Senior Producer: Shelley Claudon

Producer: Cheng Liu

Business Affairs Manager: Meredith Thornbill

DP: John Tanner

Category: Gaming , Sports and Leisure