Creativity Online highlighted Bryan Buckley’s new Xbox spot, “Lost.” The spot features a gamer who is so invested in the new game “Ryse: Son of Rome” that he starts to exhibit actual battle wounds. The same thing happened to me when I played Guitar Hero except instead of getting cuts all over my body I got loaded and threw a television out of my apartment window… so… ya know… there’s that.

Check out the commercial above and be sure to read Creativity Online’s wonderful words about Bryan’s newest spot right here.