Xbox needed to give Game Pass classic Sea of Thieves a shot in the arm, via a bit of comedy and smart international execution.
I’m particularly proud of this one as it allowed me to get stuck into script writing and talent booking in ways I’d never done before.
I concepted the idea, wrote the script, shortlisted and booked the talent, and then co-directed the shoot with 5 different international talent and one very bonkers week.
The results were spectacular, seeing a huge uplift in Game Pass memberships and downloads of the game, with millions of global views across multiple platforms and territories. The project went on to win multiple industry awards in 2024.
We came up with a concept that spoke to gamers directly - listening to their salty qualms and concerns and turning them into lols that were backed up by product updates over the last 5 years.
The global brief required 5 languages and 5 separate talent to come to London and record with our stellar crew at Black Shark Media.
We enlisted the support of UK comedian Ellie Taylor, and four more YouTube celebs in the gaming world to fill in as the global counterparts for other markets outside US & UK.