Xbox

The brief for Xbox was to create a punchy, social-first film that would build hype around the early release of FC 26, partnering with darts phenomenon Luke Littler in a concept designed to spark immediate conversation online. Commissioned via Common People for MAI Agency, and brought to us by Grounded Films, the campaign centred on a brilliantly mischievous idea – a fake “retirement” announcement that played it completely straight, encouraging fans to speculate and share, before revealing the next day that Luke was only “retiring” to disappear into FC 26.

We delivered the full production service end to end, handling everything from location sourcing, casting, scheduling, crew and kit hire through to costume, hair and make-up, on-set management and full post-production. With a polished, cinematic grade, cameo appearances (including Russ Bray and familiar YouTube faces), and a standout fish-eye practical effect as Russ emerges from the clock (enhanced further in post), the films landed exactly as intended – the first video went viral, driving huge organic engagement and genuine anticipation for the follow-up release.