the perfect partnerships go together like…


we are creative

we capture moments

in time



we’re in it for the
long term


we go bigger and deeper

In early 2019, we were tasked by Xbox’s lifestyle and pop culture team to come up with a creative idea to celebrate the release of the Warner Bros. movie SHAZAM! Inspired by the deep friendship between the two leading characters, we decided to give fans across the world the chance to celebrate their greatest gaming friendships and to become Gaming Superheroes.

The star of the film, Zachary Levi, paid Xbox and Benny Central a visit to take on the first ever Xbox Game Pass Superhero challenge, competing on a number of top Xbox Game Pass games before challenging Xbox fans worldwide to take on the challenge for themselves with their best gaming friends.   Our global competition generated over 150,000 entries and millions of views of the exclusive SHAZAM! Xbox One X console. 

With news outlets across the world picking up the story that Xbox fans and their friends were becoming superheroes in their own right, the brand partnership featuring the custom console created a global publicity storm.

Long before lockdown living room workouts became a thing, the miai team identified Joe Wicks (AKA The Body Coach) as an up-and-coming influencer in the world of health and fitness and brought him on board as a Microsoft Band ambassador to promote Microsoft’s smart band and health and fitness tracker.

Inviting six people with different goals to join The Body Coach 90-day SSS Plan, the Microsoft Band was used to record and monitor their progress and their journey was shared online to raise awareness of both The Body Coach and the Microsoft Band.

Wearing a Microsoft Band on his own and others’ social channels, The Body Coach not only raised additional awareness of the smart band, but he also helped drive new customers to the Microsoft Store and increase sales thanks to an exclusive discount that was created for his own channels.  Our newsletter featuring the discount saw a staggering 52% open rate, far beyond average newsletter open rates of 15-25%.

A further exclusive retail offer with Amazon increased sales of the Microsoft Band further, giving customers the opportunity to buy a Microsoft Band 2 and receive a signed edition of Lean in 15, Joe Wicks’ book, at no extra cost.



Our Xbox and Foot Locker partnerships have been going strong since 2012. 

Most recently, in 2019, Foot Locker exclusively sold the ‘Ultimate Xbox Limited Edition Jacket’ which gave consumers free VIP entry to Gamescom, the world’s largest consumer video games event.   In November of that year, Foot Locker attended XO19, a celebration of all things Xbox, where FRE Customs offered attendees live, Xbox-inspired sneaker customisation.

In 2020, Pringles were looking to reach new audiences and wanted to be seen as an authentic voice in video games.  Working with Xbox and Grey London, Pringles’ creative agency, we helped to create a fantastic ATL campaign, which saw a limited content series being produced for three games in Xbox’s portfolio.  The first spot played with character customisation in RARE Studios’ Sea of Thieves; the second injected Pringles’ sense of fun into Konami’s PES 2021 and the third spot leaned into the Xbox Master Brand and blended the world of in-game racing car customisation with that of the everyday. As well as running ATL, these spots were key components in a social media competition, offering players the chance to win Xbox Game Pass or an Xbox One S console.

In 2021, Xbox and Pringles are taking the concept of blending gaming worlds and real worlds to a new level. Grey London had the bold idea to bring a Gaming Character to life. Working with Raw Fury, Frank the Zombie immerged from the world of purgatory in West of Dead, he has been able to meet streamers, influencers and gaming fans digitally through Twitch and other social media channels before heading back into the game as a non-player character, helping players get further in the game.

Backing this activity is a huge on-can promotion featuring Xbox prizes across 170m+ branded cans in 40+ markets. As well as being able to win the brand new Xbox Series X console and 7-Days of Xbox Game Pass Ultimate, the cans offer the chance to win customised Xbox wireless controllers that match to the winner’s flavour colourway, with a select few available to be won via a social media competition.

The on-can promotion also saw three brand new, limited edition flavours celebrate Halo’s protagonist ahead of the latest launch, Halo Infinite.  Bolstered by large POS displays and takeovers across a range of EMEA-based retailers, this really drives home our ability to work with our clients and partners to go bigger and deeper.

BTW Alpine F1 Team


We fought for pole position by partnering with F1 team; Alpine; breaking Xbox into a new sport with a bold creative campaign

Krispy Kreme + Xbox Year 2

We revved engines across the UK & Ireland a 2nd time, with the Forza Fiesta donut. Inspired by the eponymous motorsport sandbox game, Forza Horizon 5.

The collaboration took over the flagship Krispy Kreme box design, with vibrant yellow and gorgeous pink. The collaboration once again came with gamepass codes with each Donut purchased, and the chance with an Xbox Series S console.

Working with F1 driver Lando Norris, we hosted a meet and greet, where fans compete with him on driving simulators to win a coveted, signed Krispy Kreme hat.


Chilly's + Xbox

Gamers love slamming H2O. Combining the Xbox Masterbrand with a touch of retro-futurism, we launched 3 limited-edition Xbox x Chilly’s water bottles!

Bottles were given away as incentive prizing through influencer livestreams and the Xbox official channels. If you’re lucky, you can go and pick up one yourself online.

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H&M + Animal Crossing

In praise of recycling and sustainability, we created an exclusive H&M island on Animal Crossing. Players could donate their unwanted clothes to pick up recycled H&M garments in-game!

We worked with H&M ambassador Maisie Williams to create a series of video creatives, we even put Maisie in the game as an avatar for fans to interact with!

Oreo + Xbox

We had fun, with a little cheating.

Xbox and Oreo teamed up to turn Oreo Cookies into a gaming experience. Inspired by the Xbox controller design, Oreo cookies were embossed with buttons and joystick directions. Gamers could scan unique combinations of these cookies to unlock hidden in-game features in Halo, Forza and Sea of Thieves!

Additionally to a custom Oreo dunkin’ Xbox Series S and a TVC, this activation broke the internet across 28 countries and picked up a staggering 96 awards, including 4 Cannes Lions.

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Trapstar + Xbox

Celebrating risk-takers online & offline! Trapstar & Xbox released a limited edition run of co-branded football jerseys that were available for public purchase for just one hour.

We celebrated the launch with a spectacular event at the Tate Modern, with a guest list including Central Cee, Rondasosa & Maya Jama.

A Forza motorsport competition during the DJ set, was held where party invitees burned rubber toe-to-toe for the fastest lap time. The winner won a 1-of-10 limited edition Trapstar Series S console, the remaining nine were gifted to celebrity friends and family.


Animals Crossing


When Pandora launched their new Pandora ME collection in 2021, they wanted an innovative new way to showcase the jewellery.  We partnered with video game Animal Crossing New Horizons to create a special Pandora ME island in the game. The campaign featured global celebrity ambassadors Charli XCX, Donté Colley, Cecilia Cantarano and Beabadoobee, with their avatars and houses appearing in the game.  Players could explore a chilled hangout zone, dancefloor, DJ booth, diner and water garden, as well as Pandora’s office and jewellery workshop, showing the new collection coming to life. At the official Pandora ME launch event, we created and ran a game station where attendees could play and explore the Pandora ME island in the game.



In August 2021, Xbox announced a partnership with the English Football Association (FA) as part of a long-term sports strategy, lighting Wembley up in green to celebrate their sponsorship of the England Senior Men’s and Women’s teams. Since then, we’ve created some distinct football campaigns to maximise Xbox’s partnership with the FA.

In the run up to the Men’s World Cup tournament, we worked with the FA to create a digital campaign that saw England players Declan Rice, Phil Foden and Tammy Abraham compete in a series of real-life challenges inspired by some of Xbox’s most iconic in-game worlds to win a limited-edition signed Xbox Series X consoles for fans.

We further supported Xbox in activating their access rights across the international football season, enabling us to arrange LED exposure, offer ticket giveaways and grant behind the scenes access to fans. This included inviting beneficiaries from videogames industry charity Special Effect to a special open training session at St George’s Park.

animals crossing


The H&M / Animal Crossing brand partnership was designed to celebrate H&M’s sustainability drive and promote its innovative world-first in store recycling system Looop. The campaign targeted, engaged and connected with gamers, gaming influencers and gaming press to raise awareness of sustainability and recycling in fashion amongst a young and eco-conscious audience.

Fronted by H&M’s Global Sustainability Ambassador and Game of Thrones actor and filmmaker Maisie Williams, our partnership featured the addition of the brand-new Looop Island in the Animal Crossing game for players to explore, where they could recycle their in-game outfits using the Looop machine and choose new ones as they played. Players were also given the chance to meet Maisie’s digital twin in the game at Looop Island.


Places +Faces


Our partnership between Xbox and Places + Faces was all about two culturally influential brands doing something disruptive to drive conversations around cloud gaming and create deeper connections with Gen Z communities.

Inspired by streetwear and the rise of cross-body bags, the brand partnership saw the launch of the first accessory fashion bag for cloud gaming and the Xbox Game Pass Ultimate. A limited edition capsule collection was designed, consisting of a tee, hoodie, the special edition bag and a custom Xbox Wireless controller.

We created bespoke content and an extensive seeding program to bring the campaign to life and attract attention from press and influencers.



With Xbox and Gucci marking their 20th and 100th anniversaries respectively in 2021, it was the perfect time to come together to create something special in celebration.

Gucci designed 100 exclusively themed Gucci Xbox Series X consoles in Xbox and Gucci co-branded luxury travel cases, which were numbered with handwritten numbers and available to buy in Gucci stores worldwide and online. A further 20 limited edition console/case sets were seeded to A-list Gucci ambassadors.

This one-of-a-kind partnership put Xbox at the heart of the luxury goods space.

Krispy Kreme + Xbox Year 1

Purchasing this limited edition, brownie butter filled delight, would earn you a free game pass code, and just maybe even an Xbox Series S console.

This campaign brought the Nexus Level donut to Krispy Kreme stores in the UK and Ireland, supported by POS, CRM mailing & a social media campaign.

We created a viral announcement video, satirising tech-conference unveiling videos, and saw astronomical organic reach.