Joanna Schwab, m:united McCann | Microsoft
33 million people with disabilities play video games to do things they can’t do in the physical world. Reaching the world of disabled gamers through the Xbox Adaptive Controller was meant to demonstrate Microsoft’s mission and innovation prowess.
“For gamers with disabilities, gaming lets them do things they can’t do in the physical world. If you’re not a disabled gamer, it’s hard to convey how innovative a simple-looking contraption is. So we needed to demonstrate the importance of innovation beyond the world of disabled gamers.”