Microsoft Windows and Droga5 are celebrating a creative obsession that refuses to sit still. Their new campaign, “What will you do with all this power?,” introduces the latest Windows PCs powered by NVIDIA RTX Spark by focusing on creators, coders, gamers and developers whose ideas keep expanding faster than their machines can sometimes handle.
At the center of the campaign is “Obsession Comes Around,” directed by Ryan Chun of Magna. The film is built around continuous camera orbits, with each rotation revealing something new: a project further along, an idea pushed harder, or a creator taking the work somewhere bigger than before.
That circular movement becomes the visual metaphor for the creative process itself. Inspiration strikes, the work evolves, and then the creator comes back around to make it better.
The film is set to a reimagined version of “She’ll Be Coming ’Round the Mountain,” performed by Anna Graceman with new lyrics built around making, building, and refining. The song’s familiar repetition plays directly into the visual conceit, giving the work a playful rhythm while reinforcing the campaign’s central idea.
The campaign positions the new Windows machines as tools built for people asking more of their laptops than ever before, whether that means local AI, intensive multitasking, rendering, coding, gaming or developing from wherever inspiration happens to hit. Watch below:
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“There’s something beautiful about the way makers and creators think,” said Cristina Reina, Chief Creative Experience Officer at Droga5 NY/Americas. “You start with one idea, and before you know it, you’re completely obsessed, pushing it further and further.”
Reina said the goal was to celebrate that relentless curiosity while showing what happens when the hardware is finally powerful enough to keep up.
“So we built a film that goes around and around,” she added. “From the music to the camera movements, everything revolves around that obsession, with every turn taking the ideas somewhere bigger.”
The work marks the second campaign created by the Windows Creative Team and Droga5 and continues the broader Microsoft-Droga5 partnership across multiple brands.
The campaign will run nationally across TV, streaming, social, digital, search, creator content and media partnerships, including a placement on NFL Monday Night Football.
It is a fairly simple creative idea, but the execution does the heavy lifting. Instead of explaining processor power with specs and charts, Windows turns creative momentum into the product demo.
The machine keeps up because the idea never stops moving.
CREDITS:
BRAND: Microsoft Windows
- VP Windows Creative, Advertising & Integrated Marketing: Charles Kha
- Group Strategy Director: Garett Awad
- Group Creative Director: Gil Kuruneri
- Group Creative Consultant: Rodrigo Moran
- Sr Director, Global Advertising & Creative: Stacey Terrien
- Sr Campaign Manager, Global Advertising & Creative: Ashley Spears
- Sr Campaign Manager, Global Advertising & Creative: Daniel Lewis
- Sr Creative Producer: Allie Gibbs
- Senior Consultant, Campaign Management & Ops: Corrie Westmoreland
- Creative Director, Social: Nico Meja
- Director, Social & Creator Strategy: Maura Stewart
- Senior Program Strategist: Joseph Bozic
- Sr Creative Producer, Social: Sophia Aymond
- Creative Technologist: David Cliff
- Technology Consultant: Marianne Cliff
- Technology Consultant: John Pierson
AGENCY: Droga5 NY
- Chief Creative Officer: Rafael Rizuto
- Global Chief Executive Officer: Mark Green
- Global Chief Strategy Officer: Emma Montgomery
- Chief Creative Experience Officer: Cristina Reina
- Executive Creative Director: Leo Barbosa
- Group Creative Director: Pepe Funegra
- Associate Creative Director: Will Halstead
- Associate Creative Director: Fil Nogueira
- Senior Copywriter: Christopher Thomas
- Creative Director: Rodolfo Fernandes
- Creative Director: Daniel Thomer
- Senior Designer: Rachel Hess
- Designer: Colson Place
- Global Head of Production: Ruben Mercadal
- Co-Head of Production: Jenn Mann
- Executive Producer: Dave Stephenson
- Executive Producer: Volney Guzman
- Senior Producer: Caroline Fahey
- Senior Producer: Dakota Brockman
- Associate Producer: Neha Palvai
- Associate Producer: Ava Swarup
- Senior Music Supervisor: Mike Ladman
- Head of Business Affairs: Dan Simonetti
- Senior Business Affairs Manager: Andrea Fagan
- Talent Manager: Rachel Minow
- Executive Manager, Traffic: Wendy Kaplan
- Group Strategy Director: Andrew Quay
- Group Strategy Director: Tattiana Bamba
- Senior Strategist: Vanessa Zielinski
- Executive Group Account Director: Elizabeth Federico
- Group Account Director: Danielle DiMarino
- Account Director: Roxy Alberts
- Account Manager: Lauren LaTulippe
- Head of Project Management: Alex Robinson
- Project Manager: Jiwon Kim
- Global Head of Reputation & Creative Excellence: Ann-Christine Diaz
- Senior PR & Communications Manager: Titus Wouda Kuipers
PRODUCTION COMPANY: Magna Studios
- Director + Photographer: Ryan Chun
- Director of Photography: Chuk Owens
- Executive Producer: Nick Fuller
- Producer: Adriana Cebada Mora
TORONTO PRODUCTION: Radioaktive
- Executive Producer: Sasha Bevka
- Head of Production: Eugene Mikhailyuk
- Bidding Producer: Amy Prickett
- In-House Production Coordinator: Bogdana Grabovska
- Stills + Social Producer: Rebecca Leach
- Producer: Kyle Sanderson
- Production Manager: Molly West
- Production Coordinator: Syd Beaumont
- Talent Coordinator: Max Wheatley
- On-Set Photographer: Paul Bolasco
EDIT: Exile Edit
- Editor: Grant Surmi
- Second Editor: Ben Schwaeber
- Assistant Editor: Melanie Newton
- Executive Producer: Sasha Hirschfield
- Producer: Ben Kainz
POST / VFX: 1920 VFX
- Executive Producer: Ross Culligan
- Producer: Belle McLeary
- Creative Director: Bill McNamara
- 2D VFX Supervisor: Ryan Hadfield
- 3D VFX Supervisor: Mike Farrar
- Post Production Coordinator: Melissa Carr
MUSIC: The Elements
Artist: Anna Graceman
SOUND: Sonic Union
Mixer: Michael Marinelli
COLOR: DRKRM
- Colorist: Terry Simpson
- Color Assist: Kevin Ratigan
- Color Executive Producer: Harry Watts
RETOUCHING: Studio RM
Senior Post Producer: Pippa Sumerfield
