ashley hill

Creative Director + Lead Producer for a 75-city experiential roadshow leading up to Microsoft’s Xbox One product launch. Inspired by popular music and art festivals and Xbox fan culture, I concepted the end-to-end experience, including a modular kit of parts, immersive fan experiences, and a rotating lineup of local DJs and artists at each destination. Every element of the environmental system was designed to be lightweight, packable and easy to deploy while still creating a distinctive expression of the Xbox brand. Utilitarian production materials—including debris netting, wooden pallets, scaffolding and rolling flight cases—became part of the creative language, reinforcing the roadshow concept while gritty finishes, industrial lighting and unexpected signage gave the experience a less polished, more fan-forward feel.

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