Little Black Book, To celebrate the start of the cricket season, Xbox created a crossover challenge designed to tap into the growing energy and visibility surrounding women’s sport. Partnering with Surrey Women’s Cricket, the project brought together Surrey wicket keeper Jemima Spence and Aston Villa and England goalkeeper Ellie Roebuck around one shared role… the keeper. Rather than focusing on traditional interview content or straightforward promotion, the idea centred on a simple but engaging question: who is the better keeper? Across a series of challenges, both athletes stepped into each other’s worlds, testing the core skills that define elite-level keeping across sport. The competition moved from football-focused goal stopping drills, to high-pressure cricket catching challenges, before culminating in a fast-paced reaction test built around the reflexes and split-second decision-making both positions rely on. The result was a light-hearted piece of content that balanced competitiveness with personality, allowing both athletes to showcase their skillsets while embracing the unfamiliarity of each other’s disciplines. By leaning into crossover culture and the growing overlap between gaming and sports, the campaign created a format that felt naturally social, highly shareable, and rooted in authentic chemistry rather than scripted promotion. From concept creation through to production and edit, Miai led the creative development of the campaign, crafting a fast-moving entertainment format designed to build awareness around Surrey Women’s Cricket while celebrating the broader culture surrounding modern sport.
