Made From Dreams (content series)
Microsoft Xbox
Issue 58 | March 2021
Agency
215 McCann
Creative Team
Chief Creative Officer: Scott Duchon Creative Director: Nichole Geddes ACD/Art Director: Shawn Raissi Senior Copywriter: John Friedman
Production Team
Director of Integrated Production: Mandi Holdorf Senior Producer: Gabby Gardner Senior Digital Producer: Neile Weeks Producer: Christina Chin Associate Producer: Jessie Ybarra Lucid Odyssey (short film) Production Company: Hungry Man Director: Taika Waititi Editorial: Cut & Run Editor: Steve Gandolfi Music Composer: Gareth Coker Sound Design: Trinitite Sound Designer: Brian Emrich Final Mix: Lime Studios Audio Mixer: Rohan Young Color: Company 3 Senior Colorist: Sean Coleman Visual Effects: Parliament Digital Dream Art (cinemagraphs) Production + Animation: La Pac Director: Quentin Deronzier AR Dream Filters Production: Digital Artist: Johanna Jaskowska @johwska Agent: Aras Sehatkar OBJ’s Dream Kit (custom AF1s) Client: Xbox, Lifestyle and Pop Culture Marketing: Kumar Manix Editorial: Cut+Run SF Editor: Sean Fazende Production: Odell Beckham Jr.’s Creative Director: Ajay Sangha Camera Crew: ITN productions Post-Production: Jogger SF Lead Flame Artist: Brendan Crockett Creative Director: Andy Brown Producer: Caylee Banz Executive Producer: Deanne Mehling Walking in Steve’s Dreams (3D audio) Sound Design: Big Orange – The Audio Agency Audio Storyline, Audio Scenario, 3D Supervision: Vincent de Koning Sound Design, Mixing, Mastering: Vincent de Koning & Jos Jansen Production Manager: Jolien Neperus Animation: King & Country Executive Producer: Jerry Torgerson Made from Dreams (behind-the-science video) Editorial & Post-Production: Craft Producer: Philip Ohler Music Composer: Gareth Coker Dream Study (video capture) Production: Craft Head of Content: Adam Hirsch Senior Producer: Shelley Claudon Producer: Cheng Liu Business Affairs Manager: Meredith Thornbill DP: John Tanner
Other Credits
Director of Business Affairs: Mary Beth Barney Business Director: Peter Goldstein Management Supervisor: Devina Hardatt Account Supervisor: Harold McKeon Account Supervisor: Chris Levy Director of Strategy: Brian Wakabayashi Strategy Director: Ryan Riley Senior Strategist: Christian Stewart
Date
December 2020
Background
Psychologists have spent centuries exploring and analyzing dreams. With new innovations in dream analysis, researchers have made breakthroughs in recording the semi-lucid dream state known ashypnagogia where the brain undergoes a physiological change and the dreamer experiences a ‘waking consciousness.’
Idea
For the launch of the all-new Xbox Series X, Xbox partnered with dream scientists at a leading university known for its Targeted Dream Incubation methods. The research used the dream recording technology, Hypnodyne, to explore what gamers dreamed of after playing on the most powerful next-gen console for the first time.
This chapter of the Power Your Dreams campaign, Made From Dreams, developed by 215 McCann in partnership with Xbox, is a branded content series kicked off with the short film “Lucid Odyssey,” created by Academy Award-winner Taika Waititi, and featuring streamer MoonLiteWolf. The results of MoonLiteWolf’s dream study were Taika’s inspiration for this film that tells the story of MoonLiteWolf’s experience and the real dreams she had—which include exploring a magical forest with a glowing bunny creature, encountering a “galaxy whale” made out of constellations, and attending a concert in space where Master Chief was deejaying an EDM version of the Halo Monk Chant. MoonLiteWolf stars in the film, celebrating the Xbox gaming community in a way never done before. The dream study narrated throughout the film includes actual audio recorded during the dream study.
In addition to “Lucid Odyssey,” the Made From Dreams series includes the following content: • Cleveland Browns Wide Receiver Odell Beckham Jr., played Xbox and dreamt that he controlled big, fiery stars in the dark of outer space with a single movement of his hand, transporting him to a world where anything is possible. This inspired the blazing stars both on his custom Xbox controller and on the inside of his custom AF1 shoes.
• Artist Quentin Deronzier created a series of digital art inspired by Stallion83’s dreams, which include summoning a fleet of fiery ships in the heat of a Viking battle, a nod to Assassin’s Creed Valhalla, one of the many next-gen games he experienced before sleeping.
• Digital creator Johanna Joskowska created augmented reality social filters that enabled fans to load different game-themed experiences out of Emericagirl24’s dreams. In one dream, Emericagirl visited a futuristic store with cyborgs shopping for different body modification accessories, likely inspired by her experiencing the new game Cyberpunk 2077 before sleeping. • Audio creators have brought visually-impaired gamer, BlindGamerSteve’s dreams to life in “Walking in Steve’s Dreams” told through immersive spatial sound. The story captures Steve’s dreams of exploring Europa and fighting creatures using Stasis, an elemental power in Destiny Two: Beyond Light, the game he experienced before sleeping. The accompanying “Made From Dreams” video provides a look behind the science and into the hypnagogia sleep state, introducing us to each of the gamers and their lucid dreaming experiences that inspired the content. The content series is the literal manifestation of the Xbox Series X campaign’s tagline “Power Your Dreams.” The next generation of Xbox consoles is what dreams are made of – literally. Both Xbox Series X and Xbox Series S are available now globally.