To avoid a typical holiday activation, we leaned into High on Life’s irreverent humor and turned the classic Yule Log video into something only this game could pull off. We created Logswurth—a self-aware, animated log who delivers an hour of painfully cheerful monologues while slowly burning alive. It launched organically on Xbox’s YouTube channel and gave fans a full hour of absurd holiday entertainment. The result? Over 328K organic views, the most-watched Xbox video of Q4, and plenty of love from Reddit and earned media. A truly weird and wonderful gift from High on Life and Xbox.