McCann, Xbox Launch Empowering 'Adaptive Joystick' Campaign

Xbox has launched a new campaign together with creative agency McCann London to unveil a groundbreaking innovation. 

The "This Is How We Do It" campaign formally introduces the all-new "Xbox Adaptive Joystick," the company's solution to making gaming more accessible to everyone. 

The Xbox Adaptive Joystick is a singular controller that allows users to access the controls without the need for both hands. For full controller functionality, it can simply be plugged directly into a console or PC and linked to an Xbox controller. 

Users will also have the option to customize Adaptive Thumbstick Toppers according to their special needs.

 

 

 

 

 

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The Xbox Design Lab has prepared a variety of 3D printable toppers that come in different shapes and sizes, which gamers can then print and tailor-fit to their gaming experience. 

Debuting in this year's Gamescom event in Cologne, the product aims to show that people with disabilities can still enjoy gaming. 

The campaign's hero spot shows this new product in action. Here, three gamers utilize the adaptive devices to play happily and confidently without any setbacks. 

McCann London Creative Director Jim Nilsson shares the idea behind the creative work, calling the Adaptive Joystick as "more than a piece of hardware."

Cheyenne DeMar, who stars in the short film, said taking part in the campaign was an "absolute dream," as she had always wanted to make a difference and help people. 

The Xbox Adaptive Joystick will hit the stores in early 2025 and retail for $29.99.

The gaming giant's brand values lay at the forefront of its latest initiative as it reinforces its commitment and paves the way for inclusive and accessible gaming for all audiences.

The Joy in Joysticks

The nearly two-minute spot introduces viewers to Leo, Cheyenne, and Rodney, all of whom have disabilities, that hold them back from gaming to their full potential. 

"There's so many disabled people that deserve a shot to be like everyone else," Cheyenne said. 

They then share their experiences using the Xbox Adaptive Joystick, each with their own customized thumbstick topper, making the controller easier to maneuver. 

Let’s continue making gaming more accessible.​

Introducing the configurable, wired Xbox Adaptive Joystick: https://t.co/JfdETxYdi6pic.twitter.com/Dh7kNYRJ5F

— Xbox (@Xbox) August 21, 2024

"Be yourself, design it how you want. You're playing with your Xbox controller," Cheyenne adds. 

Each expresses their joy with the assistive innovation, ending the spot with a smile on their face.

Also known for its creative controllers, Xbox teamed up with Marvel's Deadpool & Wolverine to launch controllers designed after the beloved characters.

Editing by Katherine 'Makkie' Maclang