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Xbox: behind-the-scenes film

A behind-the-scenes film from the shoot of “This Is an Xbox — Yup!”, the 2025 Xbox commercial directed by Academy Award winner Michel Gondry. Branded produced, directed, shot and edited the behind-the-scenes film.

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01:39minutes: the behind-the-scenes film

2025year of the commercial

70+international campaigns filmed behind the scenes by Branded

XboxBehind-the-scenes video01:39

The commercial

“This Is an Xbox — Yup!” is Xbox’s autumn 2025 commercial, part of the global “This Is an Xbox” campaign. Its message is that any compatible device can be an Xbox once it connects to the brand’s games and services: a phone, a laptop, a PC or a handheld.

It was directed by Michel Gondry, Academy Award winner for Eternal Sunshine of the Spotless Mind. Scenes melt into one another like a dream, set to E-40’s “Choices (Yup)”: a bedroom turns into a laptop, and a house into a moving train where everyone plays on a different device, including Xbox’s first handhelds, the ROG Ally and ROG Ally X. The campaign continues with out-of-home, social and digital around the world.

What we did

Branded produced, directed, shot and edited the behind-the-scenes film. We were part of the shoot from start to finish and worked side by side with the main crew, following each day’s schedule and staying where the key moments happened.

The commercial relies on sets that turn into one another, so we followed how they were built in detail: the constructions, the train, the lighting and the preparation of every scene. We filmed the teams at work on them and how the director’s idea gradually became real shots.

So the behind-the-scenes film shows not just the beautiful moments but the work behind them: the people, the kit and the precision it takes to make a major international commercial.

We worked under a non-disclosure agreement and filmed around the main unit without holding up a single take.

Services in this project

Behind-the-scenes films Event and campaign filming