Xbox Game Pass expands the way players interact with games, allowing them to play across consoles, PCs, and multiple platforms. For this campaign –developed by McCann in collaboration with David Rinman– the visual system builds on the idea of seamless transitions between these worlds through a modular structure: frames that can contain gameplay footage, typography, or live-action content, constantly shifting from one to another.

THRU was responsible for developing the motion language of the campaign. Inspired by the product’s versatility, we explored a set of dynamic behaviors (flips, swipes, zooms, and orbits) that enable smooth transitions between content. This system not only brings the modularity to life but also establishes a consistent motion identity that can scale across formats, aspect ratios, and campaign assets over time, ensuring a unified and enduring brand experience.