McCann London Empowers Accessible Play in Latest Campaign for Xbox

Xbox, in collaboration with McCann London, announces Xbox’s groundbreaking new 'Xbox Adaptive Joystick' via an empowering and impactful creative campaign 'This Is How We Do It', unveiled for the first time at this year’s gamescom event in Cologne, the biggest event in the gaming year. The 'Xbox Adaptive Joystick' was announced in unison with 3D printable files for adaptive thumbstick toppers, the latter now available through Xbox Design Lab.

This impressive innovation furthers Xbox’s commitment to making gaming accessible to all. The product launch is accompanied by the empowering campaign 'This Is How We Do It' which celebrates the diverse ways gamers with disabilities excel in gaming.

Since the launch of their 'Xbox Adaptive Controller' in 2018 in a campaign by McCann New York, Xbox has been at the forefront of accessible gaming. Their new 'Xbox Adaptive Joystick' is a singular controller that helps make gaming more accessible for any players’ needs. Connect to the Xbox Adaptive Controller for a full adaptive setup or plug the Xbox Adaptive Joystick direct into a console or PC and link with an Xbox controller for full controller functionality. The '3D printable files for adaptive thumbstick toppers' is a complimentary service with Xbox Design Lab, offering a variety of 3D printable thumbstick topper shapes and sizes, allowing players to tailor their gaming experience to their unique needs.

The campaign's creative approach, spearheaded by McCann London, focuses on freedom and empowerment. 'This Is How We Do It' showcases the inspiring stories of three gamers who skilfully utilise these adaptive devices to enjoy gaming. It highlights the confident and uplifting spirit of the players, set to the iconic soundtrack by Montell Jordan, This Is How We Do It. 

The campaign stills challenge the traditional portrayal of gamers, emphasising the unique ways they play thanks to Xbox’s adaptive solutions. With the “Xbox Adaptive Joystick” and the adaptive thumbstick toppers, Xbox demonstrates that games can be enjoyed using chins, wrists, hands, and more. McCann London worked with fashion photographer Lara Angelil to capture the visuals in an elevated, and striking manner. 

The product was unveiled for the first time today at gamescom, the world’s largest annual games event held in Cologne via a 2-minute hero film now available to watch on the Xbox Wire and owned social channels. 

The 'Xbox Adaptive Joystick' will be available to purchase in early 2025 in select Xbox markets worldwide, retailing at $29.99 USD ERP, with the complimentary 3D printable files for adaptive thumbstick toppers available now via this link with Xbox Design Lab. 

Today’s launch follows a history of success between the agency network and Xbox‘s commitment to accessible gaming. McCann New York spearheaded the creative campaign to launch Xbox’s first Adaptive product, the “Xbox Adaptive Controller”, in 2018 which won Grand Prix at Cannes Lions Festival of Creativity in 2019.  A testament to the strength of McCann’s long-standing relationship with Xbox since 1999, McCann Worldgroup continues to prove its ability to enhance Xbox’s brand, in a way that is simultaneously current and enduring. Today, McCann London joins forces with Xbox to make their mission of empowering every person and every organisation on the planet to achieve more, possible. 

Jim Nilsson, creative director at McCann London expressed the spirit and intent behind the creative work: "The Adaptive Joystick is more than a piece of hardware; it's a statement. It's about inclusivity, empowerment, and giving more people access to gaming. Because when everybody plays, we all win. This campaign celebrates the Xbox community and how they play, and we hope it will inspire more people to discover the joy of gaming.”

Cheyenne DeMar, a member of Xbox’s community who features in the announce film, said “Having been involved in this campaign is an absolute dream for me. I've always wanted to make a difference and help people so collaborating with Microsoft and Xbox to launch their Adaptive Joystick feels like the result of everything I’ve ever worked for.”