Challenge
When Xbox Game Pass launched their new brand line, they came to Boo with a challenge - how could they land the spirit of the new positioning with a sports-first audience? This was all about storytelling, landing the ethos of 'This is how we play now' through the lens of sports.

Solution
Leaning into Xbox's existing brand sponsorship of the BWT Alpine Formula 1 team, we set out to create a different type of pre-race content across their feed. With the likes of Drive to Survive shining a light on the teams behind the 22 on-grid drivers, we set out to show how the BWT Alpine Formula 1 team can-do attitude extends out across the whole garage.

It takes a certain type of person to make it into the team. So for the newly established position of Xbox Game Pass Ambassador, they needed someone who could stare confidently down the barrel of any challenge, who could show exactly how they game. Enter, The Hardest Geezer.