Xbox Ireland was celebrating St. Patrick’s Day and wanted a fresh, creative approach to a social post, one that embraced the spirit of the holiday without leaning on alcohol-related themes. I developed two concepts for them to choose from. The first was a playful parody of a classic Guinness ad, using text and the Xbox Series S as the beer’s foam and clever use of negative space to evoke the iconic shape of a Guinness glass. A direction I was stoked the client chose to pursue, as this blurred the lines and was just safe enough to post. The second concept transformed the D-Pad (directional buttons) on the Xbox Elite controller into a three-leaf clover, a simple yet effective visual that subtly conveyed the message while staying true to the brand.
