Microsoft, in collaboration with McCann, has employed generative AI to turn holiday memories and traditions into unique works of art. Transmedia artist Ellie Pritts set up a makeshift studio on an NYC street corner, inviting passersby to share their festive season recollections.
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Topics ranged from origami and the Feast of the Seven Fishes to dumplings and a grandmother’s coat.
Using Microsoft technology, Pritts translated these stories into visually compelling images, creating a fusion of technology and personal narratives. The inspiration for this project draws from the 1998 Brazilian film “Central Station,” where a retired school teacher writes letters for illiterate individuals, crafting their stories into letters. Watch below:
REELated:
McCann’s SVPs, Lucas Casão and Guilherme Rácz, noted that the idea of using AI to turn various holiday stories into masterpieces was influenced by the powerful depiction of the teacher’s work in “Central Station.”
The campaign features a long-form ad and seven 30-second spots, each highlighting individual stories. The approach aims to rekindle connections with people and memories, showcasing how AI can bring past memories and connections to life in a new and innovative way.
McCann’s EVP, Executive Global CD Cristina Reina, emphasized the campaign’s focus on amplifying feelings and evoking a sense of wonder during the holiday season, using AI as a modern tool to rejuvenate cherished memories.
Consumers can also explore how the memories were transformed and create their own stories on Bing.
CREDITS:
BRAND: Microsoft
- Kathleen Hall: Corporate VP of Brand
- Sven Seger: General Manager, Global Creative
- Carol Phillips: General Manager, Global Advertising
- Sunita Richardson: Senior Director, Brand Strategy + Ops, Chief of Staff
- Aleksey Fedorov: Director, Global Brand Marketing
- Kaity Butcher: Brand Manager, Microsoft Brand Studio
- Pia Rodriguez: Global Brand Strategist
- Stephanie Quartararo: Managing Advisor, Content Creation
AGENCY: McCann
- Sean Bryan: CCO & ECD Global Brands, North America
- Shayne Millington: CCO & ECD Global Brands, NY
- Cristina Reina: EVP, Executive Global Creative Director
- Pete Johnson: EVP, Executive Global Creative Director
- Lucas Casão: SVP, Group Creative Director
- Guilherme Rácz: SVP, Group Creative Director
- Camilla Ciappina: Associate Creative Director
- Daniel Trimarchi: Associate Creative Director
- Matthew van Leeuwen: EVP, Head of Design
- Mook Phoungbut: Design Director
- John Dunleavy: President, McCann Worldgroup
- Socrates Papazoglou: SVP, Executive Account Director
- Hugh Simpson: VP, Account Director
- Marguerite Daly: Account Director
- Courtney Marin: Account Director
- Anne Denny: VP, Project Management Director
- Emily Portnoy: Chief Strategy Officer
- Sam Chotiner: EVP, Executive Strategy Director
- Danielle Noto: SVP, Group Strategy Director
- Kyla Jackson: Strategist
- Aaron Kovan: Chief Production Officer
- Stacy Flaum: SVP, Executive Producer
- Debbie Myllek: Talent Payment Manager
- David Halberstadt: Integrated Production Business Manager
- Jamie Jou: Director of Music Licensing
- Stephanie Quartararo: Managing Advisor, Content Creation
- Tommy Murov: Post/VFX Advisor
PRODUCTION SERVICES: Craft Worldwide
- Andree Ljutica: Director
- Adam Hirsch: SVP, Head of Content, North America
- Zoe Greene: Executive Producer
- Kim Anderson: Line Producer
- Malik Dupree: Photographer
- Marta Gromysz: Business Director
- Lisa Kawamoto: Client Partner Americas Language Services
- Ajit Jha: Project Director, Translation
EDIT: No6
- Corina Dennison: Executive Producer
- Laura Molinaro: Head of Production
- James Duffy: Editor
- Nick Schneider: Editor
AUDIO: Revolve Audio
- Paul Weiss | Mix Engineer
- Gilda McCrann | Studio Director
MUSIC: JSM
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