XBOX STUDIO
Shane joined Xbox Entertainment Studios at a time when the platform was expanding beyond gaming to become a full scale entertainment hub bringing original series, films, and interactive experiences directly into the living room. His role focused on exploring how Xbox’s technology could transform passive viewing into something more immersive and participatory.
Working across multiple concepts and original productions, Shane developed approaches for integrating interactivity into live action content leveraging the unique capabilities of the Xbox platform to create experiences that could only exist there. The work pushed toward a future where audiences didn’t just watch content, but actively engaged with it.
In parallel, Shane was tasked with evolving the identity for Xbox’s original content. Building from the existing Xbox brand, he explored ways to simplify and refine the visual language into a distinct “Xbox Originals” identity that could live across films, series, and platform experiences. The work focused on creating a cohesive and recognizable brand system one that could scale across a growing slate of original content while maintaining the strength and clarity of the Xbox brand.
Project Kiwi was an exploration into reimagining the video player as more than just a set of controls transforming it into the central hub of the viewing experience. Rather than treating the play bar as a passive utility, Shane helped envision it as an active layer of interaction, content, and connection built directly into how audiences engage with video.
The concept expanded the player into a dynamic interface where viewers could clip and share moments, shop directly from scenes, bookmark favorite content, and unlock deeper layers like behind the scenes footage. It also introduced interactive triggers within the timeline allowing viewers to actively engage with moments in the show while building in social features like reactions, watch parties, and shared commentary.
By anchoring everything to the play bar, Project Kiwi redefined the simple act of “watching” into a richer, more participatory experience.
Fearless was an original concept developed to demonstrate how interactive technology could transform passive viewing into a fully immersive experience. Built as a prototype within Xbox Entertainment Studios, the project explored how audiences could step inside a story rather than simply watch it.
The experience introduced interactive camera control, allowing viewers to shift perspectives and engage with the narrative from different viewpoints including stepping into the role of other characters. Haptic feedback through the controller added a physical layer to key moments, while integrated content layers offered deeper insights and context throughout the story. Together, these elements created a more active, embodied form of storytelling where the line between player and viewer began to disappear.
Beyond core platform and interactive work, Shane collaborated across a range of Xbox Originals partnering with creators on some of the studio’s most high-profile projects at the time. His role spanned concept through execution, contributing to the development, design, and overall experience of multiple shows.
Working closely with creative teams, he helped shape everything from visual identity and branding to interactive elements bringing a cohesive vision to each project while ensuring they felt native to the Xbox platform. The work reflected a hands-on approach across the full lifecycle of production, from early ideation through final delivery.
