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Xbox “Dancing in the Dark” 2026

Xbox “Dancing in the Dark” (2026) is a Xbox commercial directed by Mark Molloy for Droga5 New York, Part of Accenture Song, produced by Smuggler. It won 2 awards, including Clio 2026 Bronze — Film Craft / Music-Adapted and Ciclope 2026 Silver Craft Sound & Music – Adapted Music.

A busy businessman finds joy and connection through handheld gaming, escaping the monotony of his daily routine in a vibrant city.

Video: XBOX on YouTube

Shot by shot

  1. A wide shot of a busy city street at night, with cars driving and bright neon signs illuminating the buildings.© Xbox0:01
  2. A Black man in a suit adjusts his tie in a crowded glass elevator, surrounded by diverse people, with city buildings visible outside.© Xbox0:09
  3. A man in a suit walks through a modern hotel lobby with a cityscape visible through large windows, as a bellhop bows.© Xbox0:14
  4. A silhouetted woman walks past a long line of people standing still in a brightly lit, modern interior space, possibly an airport or convention center.© Xbox0:19
  5. A Black man in a blue shirt and orange tie checks his watch while sitting at a table with three Asian people in a dimly lit Japanese restaurant at night.© Xbox0:22
  6. A diverse group of business people walk through a modern office lobby with a city skyline visible through large windows.© Xbox0:33
  7. A wide shot of a large audience of people in business attire sitting in a conference room, watching a presentation on a large screen.© Xbox0:37
  8. An establishing shot of a Japanese city at dusk, with a train pulling into a station next to a river and tall buildings.© Xbox0:39
  9. A man in a suit looks closely at a vending machine, his face illuminated by its screen, in a dimly lit interior.© Xbox0:47
  10. A Black man in a suit sits at a bar counter, looking at his hand, with neon signs visible outside a window at night.© Xbox0:52
  11. Xbox “Dancing in the Dark”, shot 41© Xbox0:59
  12. A man in his 30s, wearing a suit and an earbud, smiles while playing a video game on a handheld device at night in a city.© Xbox1:05

Stills © Xbox. Made by Droga5 New York, Part of Accenture Song, Smuggler and Mark Molloy.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Gaming as an escape and connection in a busy, lonely world.

Tagline: “WHEREVER YOU ARE, JUMP IN.”

fish out of waterwork-life balancehidden passionurban lonelinessunexpected joyfather-daughter bond

The cut

Length
77 s
Shots
49
Average shot
1.6 s

What creatives use Xbox “Dancing in the Dark” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Xbox “Dancing in the Dark”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a busy city street at night, with cars driving and bright neon signs illuminating the buildings.© XboxA Black man in a suit adjusts his tie in a crowded glass elevator, surrounded by diverse people, with city buildings visible outside.© XboxA man in a suit walks through a modern hotel lobby with a cityscape visible through large windows, as a bellhop bows.© XboxA silhouetted woman walks past a long line of people standing still in a brightly lit, modern interior space, possibly an airport or convention center.© Xbox
    Frames from Xbox “Dancing in the Dark”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Xbox “Dancing in the Dark” in order, with its length, framing and what happens in it.

    A wide shot of a busy city street at night, with cars driving and bright neon signs illuminating the buildings.© XboxA Black man in a suit adjusts his tie in a crowded glass elevator, surrounded by diverse people, with city buildings visible outside.© XboxA man in a suit walks through a modern hotel lobby with a cityscape visible through large windows, as a bellhop bows.© XboxA silhouetted woman walks past a long line of people standing still in a brightly lit, modern interior space, possibly an airport or convention center.© XboxA Black man in a blue shirt and orange tie checks his watch while sitting at a table with three Asian people in a dimly lit Japanese restaurant at night.© XboxA diverse group of business people walk through a modern office lobby with a city skyline visible through large windows.© Xbox
    Length: 77 s · Shots: 49 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a fish out of water

    Before you present an idea, you need to know who has done it, and how.

    Xbox “Dancing in the Dark” is built on a fish out of water. Search the library by idea to see every spot that uses it.

    Cupnoodle “Globalization”© CupnoodlePaul Wellstone for Senate “Looking for Rudy”© Paul Wellstone for SenateWaitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© Netflix
    Cupnoodle · Paul Wellstone for Senate · Waitrose · Netflix

More commercials by Mark Molloy

Award-winning gaming commercials

  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Changyou Online Game Developer "Mother" (2015) commercial still© Changyou Online Game DeveloperChangyou Online Game Developer “Mother” 2015Dir. Nico Perez Veiga · Saatchi & Saatchi GreaterSpikes Asia Grand Prix 2015
  • PlayStation "Perfect Day" (2013) commercial still© PlayStationPlayStation “Perfect Day” 2013Dir. Matthijs van Heijningen · BBHEffie Awards Grand Prix 2014
  • Xbox 360 Halo 3 "Believe / Museum of Humanity" (2008) commercial still© Xbox 360 Halo 3Xbox 360 Halo 3 “Believe / Museum of Humanity” 2008Dir. Rupert Sanders · T.A.G.Cannes Lions Grand Prix 2008
  • Xbox (Halo 3) "Believe" (2007) commercial still© Xbox (Halo 3)Xbox (Halo 3) “Believe” 2007Dir. Rupert Sanders · T.A.G./McCann San FranciscoEffie Awards Grand Prix 2009

Questions

Who directed the Xbox “Dancing in the Dark” commercial?

Mark Molloy directed it, produced by Smuggler, for the agency Droga5 New York, Part of Accenture Song.

Which agency made Xbox “Dancing in the Dark”?

Droga5 New York, Part of Accenture Song created it for Xbox (2026).

What awards did Xbox “Dancing in the Dark” win?

2 awards, including Clio 2026 Bronze — Film Craft / Music-Adapted and Ciclope 2026 Silver Craft Sound & Music – Adapted Music.

What is the tagline of Xbox “Dancing in the Dark”?

“WHEREVER YOU ARE, JUMP IN.”

Sources for the credits and awards

awards.ciclopefestival.comclios.comdandad.org