What Do You Dream After Playing the New Xbox? This Experiment Brings Them to Life

Taika Waititi directs a short film about the results of lucid dreaming after gaming

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Anyone who has gone to bed right after binging a video game knows how the experience can infiltrate and even shape your dreams. Microsoft has built much of its advertising around that idea lately, from the launch spot for its new consoles to its holiday ad about a family’s dreaming dog.

But simply imagining dreams is old hat for creative marketers, so Microsoft and agency 215 McCann decided to take the idea an ambitious step further by actually analyzing players’ dreams after they spent time with the new Xbox Series X.



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