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Turning a media channel 
into an entertainment channel.

OOH
 
SOCIAL
print
earned
awarded

Brand: Microssoft XBOXProejct: Survival BillboardRole: Head of Art + CreaitveAgency: McCann London

Brand: Microsoft XBOXProject: Survival Billboard

The new Tomb Raider game reimagined Lara Croft as a gritty survivalist. Rather than a standard outdoor campaign, we turned an advertising channel into entertainment.
Survival Billboard was a live installation where eight gamers stood on a billboard in a test of endurance. Through a livestream, the public controlled the weather—unleashing blizzards, downpours, and heat—to see who could stay standing the longest.