AI-controlled gamers experience online harassment to help expose and deter real cyberbullies
Completed as part of the 2025 ELVTR Art Direction course, this Xbox campaign concept focuses on the lack of inclusivity in gaming.
Cyberbullying can affect anyone online and one of the biggest problems is victims often fail to report abuse because they are afraid of making it worse. So what if the players weren’t human?
The campaign explores the potential of using AI players as data banks, supplying reliable first-hand accounts of abusers that can then be used as evidence to punish them and keep other players safe.
Thought provoking posters focusing on how vulnerable we are when we’re gaming online, links audiences to a microsite. This marks the start of an ambitious cyberbullying awareness campaign.
The microsite is locked behind a timer mechanism showing the remaining time of the AI player experiment. Once the timer expires a short film autoplays to reveal the experiment.
The unlocked microsite features additional campaign messaging and infographics based off the AI players’ experiences. Users can also complete a feedback form so Xbox can determine whether real gamers want the AI players to be deployed again.
A Cannes board was submitted to show the full campaign user journey.
