In a world that is rapidly shifting digitally, Xbox also looks to make a bold move to take gaming to the all-digital realm – with tongue planted firmly in cheek.The reality is that Xbox simply removed the disc drive, but the brand decided to have some fun with it, with a film stating it has transformed the landscape of disc-free gaming by creating the first-ever all-digital console – the Xbox One S All-Digital EditionThe accompanying mockumentary-style spot from 215 McCann, ‘The Digital Age’ shows the alleged behind-the-scenes showing how the biggest announcement about this smallest of changes came to be. It tells the story of the designers and engineers who came up with this very simple, yet very powerful, idea with the same inspirational, serious tone of other “how we did it” documentaries.The designers talk about the challenge of making the Xbox totally digital while looking very serious. One guy says that going all digital “had never been done before…except movies, music, books, newspapers, the almanac…we tried removing everything, but we realized that would make it hard to play video games, so we put some stuff back.”CreditsClient: Microsoft XboxDirector, Integrated Marketing: Craig McNarySr. Marketing Manager: Michael Rivera-DirksAgency: 215 McCannChief Creative Officer: Scott DuchonCreative Director: Brad MeyersACD/Art Director: Sharon Chow KayeACD/Copywriter: Guy LembergDirector of Integrated Production: Alex Spahr / Mandi HoldorfProducer: Nina UlbrichDirector of Business Affairs: Mary Beth BarneyBusiness Director: Peter GoldsteinManagement Supervisor: Devina HardattAccount Supervisor: Harold McKeonAssistant Account Executive: Paige KaneDirector of Strategy: Brian WakabayashiStrategy Director: Cassidy WilberStrategist: Christian StewartProduction Company: ToolDirector: Shawn Z.DP: Tim HudsonManaging Director: Nancy HacohenExecutive Producer: Rob SextonLine Producer: Kelly ChristensenEditorial Company:Editor: Andy Green3D Disc Animation: Matt TaylorSound Mix: One UnionMixer: Joaby Deal and Matt WoodTelecine: MPCColorist: Ricky GausisColorist EP: Meghan LangColorist Producer: Rebecca BoorsmaColorist AP: Damian WinterbottomVisual Effects: MPC2D Supervisor: Jim Spratling2D Lead: Rajesh Kaushik3D Supervisor: Tim Kafka3D Animator: Samir Patel3D Lighter: Matt MaudeExecutive Producer: Elexis StearnProducer: Ciaran Birks