Xbox’s new campaign playfully shows how almost any device, whether in the household or office, can transform into a game-ready console.

The new campaign, “This Is an Xbox – Yup!”, launches today and builds on the “This Is an Xbox” brand platform.

Directed by Academy Award-winning filmmaker Michel Gondry and created by gaming agency Mutiny, the hero ad is a vibrant, detail-rich short that blends Gondry’s signature surrealism with a soundtrack sampling rapper E-40’s “Choices (Yup).”

Gondry uses VFX, morphing, stop-motion, and handcrafted set design to show how gaming fits seamlessly into daily life. 

In one sequence, a bedroom morphs into a laptop through giant keyboards and oversized hands. In another, a café transforms into a player’s digital profile via clever use of exaggerated headshots. The result is whimsical, immersive, and unmistakably Gondry.

“Through a mix of incredible practical effects and his signature morph technique, Gondry created transitions that truly jump off the screen,” Josh Munsee, director of integrated marketing at Xbox, said in a statement. 

“Turning all your different devices into Xboxes has never been easier, and our creative partners at Mutiny did a great job highlighting that ease of accessibility through juxtapositions in set transformations that are unmissable and unforgettable.”

The campaign also spotlights the ROG Xbox Ally and ROG Xbox Ally X, Xbox’s first handheld gaming devices.

Alongside the film, a global out-of-home, social, and digital campaign extends the concept with playful taglines defining when a device is—or isn’t—an Xbox. Examples include: “This is an Xbox Between Meetings” for laptops and “This is an Xbox Unless Your Team is Playing” for smart TVs.

“This Is an Xbox – Yup!” marks the first in a series of activations rolling out through the holiday season as part of the brand’s broader “Xbox Anywhere” initiative.