In 2022, the gaming landscape was shifting. Women were making major strides in esports, professional basketball, and the gaming community at large. Despite these undeniable strides, underrepresentation and discrimination persisted. Xbox saw this not just as a challenge, but as an opportunity to ignite a movement. They envisioned a campaign that would celebrate inspiring women in gaming and basketball and empower young girls to chase their dreams.

Our team knew this campaign had to resonate beyond buzzwords and flashy visuals. We delved deep, immersing ourselves in the world of female gamers and athletes. The final spot captured the determination of trailblazer Zaila Avant-Garde, the strength of esports competitors Littlenavi and Karima Winter, the unwavering discipline of WNBA All-Stars Sabrina Ionescu and Rhyne Howard, and the quiet confidence of Xbox President Sarah Bond with narration from the one and only Vanessa Bryant.

But we didn’t stop there. As part of this limited-time campaign, we invited fans to share their dreams via a Power Her Dreams web portal. For every dream submitted, Xbox would pay it forward with a donation to one of two charities: Mamba & Mambacita Sports Foundation or Girls Who Code.

The campaign garnered a tremendous response, exceeding expectations with thousands of views, countless dream submissions, and significant donations to partner charities. But the true success lay in the messages from young girls inspired to pursue their dreams, fueled by the message that they too could be part of something bigger.