Xbox (Kodak x NAHEMI) Commercial

This One First follows a father with Parkinson's Disease teaching his daughter everyday tasks, encouraging her with the phrase, "Try this one first." The daughter hands him the Xbox Adaptive Controller, saying, “It’s this one first, Dad”. Through the product, the two can play together, encapsulating themes of inclusivity and connection through Xbox's accessible gaming product.

This project was created as part of the Kodak x NAHEMI competition, tasked in creating a 30-second commercial shot on 16mm Kodak Film. The brief for the project was sourced by McCann for the client Xbox, with requirements in targeting an underrepresented audience promoting product the Xbox Adaptive Controller. Interpretation called for Xbox's tagline; ‘When Everybody Plays, We all Win.’, ensuring the final product emphasised inclusivity and connection.