May The 4th Be With You

Social Campaign


Xbox wanted to do something different to celebrate Star Wars day across their social media channels in EMEA in 2015. They thought that the iconic Xbox controller was a good starting place. And then they turned to us...

Do or do not. There is no try.

Star Wars characters are well loved and immediately recognisable by fans and pretty much everyone else. Luckily Staak can sit through an SW marathon session with the best of them, and we knew what we needed to deliver; four controllers depicting iconic characters and, more importantly, controllers that would make film fans drool.

Everything's under control. Situation normal.

We selected two heroic and two villains for the controllers. There's a lot of love for Star Wars on the internet, which gave us a wealth of online material to sift through. Avoiding faces, we instead wanted to depict the essential themes, shapes and tones for each character.

Chewbacca was the most time-consuming; new brushes were created in order to build and blend strand by strand, until a beautifully glossy and furry controller was formed.

The other controllers, being less about the fur and more about the structure and shape, were challenging in other ways. Getting the right facets of each character's unique look took time and the sort of obsessive focus only a true Star Wars fan can bring.

Ultimately four controllers were born. Chewbacca, C-3PO, Boba-Fett and a Storm Trooper all have their very own Xbox accessory.

Stay on target.

The controllers were delivered to the Xbox Social Media team who tweeted, Facebooked and Instagrammed them to the world on May 4th 2015. Enthusiasm for the designs was quick to grow, with hundreds of shares, favorites, likes and retweets, and an article in Polygon.

The force was pretty strong with this one.