A great song is contagious. You can hear it anywhere, make it yours, and pass it on without even knowing it. For Groove, Microsoft’s subscription music service, we used that idea to demonstrate how Groove makes a great song available across your devices — even into your Xbox gameplay. (In fact, it’s the only way to get the music you love into the Xbox games you love.) Originally, the project was conceived as a still photo shoot to create a library of images for Groove Music Pass promotion. We found a way to create more value from the effort, and tie these scenarios into a story by building a video around Mura Masa and Bonzai’s “What if I Go?” to promote Groove Music Pass in Social, O&O and MSN Preroll.