The Xbox Adaptive Joystick

Beautiful, sophisticated portraits of gamers with disabilities using Xbox’s new adaptive joystick in their own way served as an authentic and celebratory introduction of the brand’s latest gaming accessory. Launched in Times Square, the campaign reached 844 million people and drove 97% positive sentiment.

30% of gamers have a disability, but almost none are shown in marketing. So for the launch of the Xbox Adaptive Joystick, we made them the face of the campaign. Five real gamers with disabilities—no actors, no posing—were photographed playing their way: with a chin, wrist, hand, foot, or prosthetic. Shot by world-renowned photographer Lara Angelil, the portraits combined human truth with high-end craft. The work launched in Times Square, a space built for attention and visibility, and rolled out across X, Instagram, YouTube and press. This wasn’t just inclusive casting; it was co-creation, built with the community from product design to execution. The campaign earned 844 million impressions, saw Xbox’s highest Instagram engagement of the year, and achieved 97% positive sentiment. But most importantly, it gave a long-overlooked community the visibility and pride they deserve.