Gucci Xbox Anniversary Collaboration

Role: Creative & Art Director
Responsibilities: Concept & Art Direction

Creative as part of Gucci Stream, an ongoing partnership between Gucci & HYPEBEAST. The Gucci Stream platform is inspired by our current day digital world, exploring various tropes within the digital sphere.

Gucci are celebrating their centennial anniversary in 2021 and have partnered with Xbox, who are celebrating their 20th anniversary, to create a limited edition gaming console, complete with a Gucci brief case, limited to 100 consoles. HYPEBEAST were chosen by Gucci as the preferred partner to surprise drop the special release. The imagery was used by Gucci on their own channels to announce the release. The creative features Kojey Radical being tested by Emerald Lewis on his Xbox knowledge in a playful quiz, incorporating iconic Xbox pieces.


Creative Partner
Nova/Marianna Mukhametzyanova
Emily McDonald
Aria Mark
India Lee-Pulbrook