Microsoft’s new Windows 11 operating system is designed to provide a calm and creative space where you can pursue your passions through an immersive, fresh experience. From a rejuvenated Start menu to new ways to connect to your favorite people, news, games, and content—Windows 11 is the place to think, express, and create in a natural way.
Created by our friends at McCann New York and m:united and directed by Radical Media’s Tarsem Singh, Microsoft’s latest campaign takes us on a magical journey that demonstrates how Windows 11 brings you closer to what you love. The story is about technology that works with you. It doesn’t stand in your way – it removes barriers and drops distractions. Helping you focus on what matters most.
Set to the new single All Starts Now by Odessa ft. Tim Myers, our hero explores the new Microsoft Store, games with Master Chief himself, pulls Widgets from an exploding cloud, and Chats with a friend on the other side of the world, all representing the seamless experiences that Windows 11 makes possible. Watch below:
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Visual effects were created by the team at Framestore, who brought the new features of Microsoft Windows 11 to life within the dreamlike film.
“The experience and power of Windows 11 is as much about how it makes you feel, as it is about what it helps you get done. We wanted to bring that to life in a magical way; and who better to do that than Tarsem,” said Kathleen Hall, CVP, Brand, Advertising & Research, Microsoft.
The campaign will run across the US, UK and DE markets on TV, OVTV, OLV, display, social, audio, OOH, Search and PR, launching on September 9 with broadcast supported by digital display and social. OOH as well as UK and DE media will launch on September 13. The campaign will run through mid-October.
Credits:
CLIENT: Microsoft
- Kathleen Hall – Corporate Vice President of Brand, Advertising and Research
- Carol Hutchinson – GM, Global Advertising
- Stacey Terrien – Director, Global Advertising
- Ron Schott – Senior Advertising Manager
- Dawn Novak – Senior Product Marketing Manager
- Hannah Westing – Senior Advertising Manager
- Jenny Leahy – Director, Social and Media Partnerships
- Danielle Radcliffe –Marketing Manager
- Jonathan Segall – Sr. Group Manager, Xbox Global Marketing Communication
- Julianna Alo – Global Integrated Marketing Manager, Xbox
AGENCY: McCann New York
- Sean Bryan – Co-Chief Creative Officer
- Shayne Millington – EVP, Global Executive Creative Director
- Piper Hickman – EVP, Global Executive Creative Director
- Cristina Reina – SVP, Executive Creative Director
- Nic Howell – SVP Group Creative Director
- Geoff Bentz – SVP Group Creative Director
- Nick Ciomperlik – Associate Creative Director
- Sarah Wagner – Senior Copywriter
- Gina Senese – Senior Art Director
- Robert Arthur – Art Director
- Jack McNamara – Copywriter
- Kobby Amoako-Atta – Copywriter
- Doug Koh – Senior Designer
- Yung Lee – Designer
- Malik Dupree – Junior Designer
- David Cliff – Director of Creative Technology
- Alicia Foor – Creative Technologist
- Kevin Nelson – Managing Director, McCann NY
- Scot Beck – EVP, Global Business Leader
- Jeremy Miller – EVP, Global Chief Marketing and Communications Officer, McCann Worldgroup
- Victoria Park – Director of Communications, McCann North America
- Socrates Papazoglou – SVP, Group Account Director
- Pati Burelli – Account Director
- Pat Six – Account Director
- Divya Joseph – Account Supervisor
- Daniela Vinick – Account Supervisor
- Amy Levine – Account Supervisor
- Toyin Lanade – Account Executive
- Eric Song – Implementation Manager
- Chanelle Wright – Assistant Account Executive
- Catalina Condon – Senior Project Manager
- Alice Lee – Associate Project Manager
- Aaron Kovan – EVP, Chief Production Officer
- Erin Jackson – Executive Producer
- Nina Roussarie – Senior Producer
- Jamie Slade – Senior Producer
- Ana Goldoni – Junior Producer
- Patty Visconti – VP, Senior Interactive Producer
- Sean Flanigan – Digital Producer
- Kelly Ramsey – Senior Art Producer
- Caroline Sollmann – Art Producer
- Ash Farr – EVP, Global Director of Strategy & Research
- Jordan Berger – Strategy Director
- Sydney Hausman – Senior Strategist
- James Rooney – Strategist
- David Halberstadt – Business Manager
- Terry Marcello – VP Director Talent Payment
- Rosemary Smith – Talent Payment Manager
- Gordon Corte – Talent Manager
PRODUCTON COMPANY: Radical Media
- Tarsem Singh – Director
- Jim Bouvet – Executive Producer
- Frank Scherma – Executive Producer
- Cathy Dunn – Head of Production
- Jeremy Barrett – Producer
- Jackie Wilson – Producer
- Will Vudmaska – Production Supervisor
- Cue Chatley – 1st AD
- Director of Photography – Roman Vasynov
PHOTOGRAPHY
- Photographer: Charlie Schuck
- Photographer’s Agent: Bianco Artists
- Retouching House: Gloss
EDIT: RPS
- Damion Clayton – Editor
- Sebastian Zotoff – Assistant Editor
- Eve Kornblum – Executive Producer
- Justin Kumpata – Head of Production
- Jenny Greenfield – Producer
VFX: Framestore
- Ben West – Creative Director
- Chris Harlowe – VFX Producer
- Clement Renaudin – CG Supervisor
- Alejandro Villabon – Composting Supervisor
- Carla Attanasio – Head of Production
- Jose Alvarado – Associate Producer
- Diego Bonora – VFX Coordinator
AUDIO: Sonic Union
- Mix Engineer: Rob DiFondi
- Producer: Nathanael Taylor
- Head of Production: Patrick Sullivan
Henryboy
- Sound Designer: Bill Chesley
- Exec Producer: Kate Gibson
Craft NY
- Dan Priore – Executive Producer
- Brent Miller – Post Producer
- Eileen Kaufman – Executive Print Producer
- Mario Villaquiran – Production Coordinator
- Lindsay Bleemer – Print Producer
Craft UK
- Marta Gromysz – Implementation Director
- Ioannis Konstas – Implementation Manager
- Kezia Okereke – Account Executive
- Geoff Bezruchko – Senior Implementation Manager
- Emma Bertmark – UK Post Producer
- Hannah Gardiner – UK Post-producer
- David Smith – UK Digital Producer
McCann NY Music Department
- Eric David Johnson aka DJ Bunny Ears – Senior Vice President, Executive Integrated Music Producer
- Colleen Dahlstrom – Music Producer
- Madison Rowe – Jr. Music Producer
- Jamie Jou – Business Manager, Music
