Microsoft: advert-body-2 by m:united//McCann
- Location:
Rounding up a year in which it precariously brushed its Paint app along the edge of the guillotine, Microsoft has praising the creative tool’s more sophisticated offspring – Paint 3D and Remix 3D – in a Christmas spot entitled 3D Holiday.
The ad, which was created by M:United/McCann and Blk-Ops, takes cues from the Wizard of Oz, transporting its heroine and ‘Gabe the Yeti’ doll from 2D into 3D. She jumps through a portal into space and, transported on a magical craft, gathers new friends who were stranded alone on a quincunx of planets.
The uniquely fashioned set of characters aims to show how imaginations can be turned into reality through 3D Paint – a fact conveyed in the reveal, which shows the young girl no longer in 2D or 3D but in live action, designing the story on her Microsoft Surface Book.
Aside from selling software, the brand also hoped to communicate that ‘when we are inclusive and our differences we can make the world a better place’ – a salient message as the year 2017 rounds to a close.
The tagline, spelled out in Christmas fairy lights, reads: ‘Create a better world’
Credits
Director: Roman Coppola
Managing Director/Executive Producer: Lisa Margulis
HOP/Executive Producer: Elizabeth Minzes
Producer: Mary Livingston
DP: Peiter Vermeer
Client Credits
Kathleen Hall, CVP, Brand, Advertising and Research, MSFT
Deana Singleton, GM, Global Advertising
Stacey Terrien, Director, Global Advertising
Jenny Leahy, Director, Global Advertising
Hannah Westing, Manager, Global Advertising
Danna Brokaw, Manager, Global Advertising
Alberto Cerriteno, Art Director, Windows Next
Dawn Novak, Manager, Global Advertising
Creative: m:united//McCann & Blk-Ops
Creative
Sean Bryan – Co-CCO
Tom Murphy – Co-CCO
Andrew Panay – Founder, Blk-Ops
Brian Klugman – CCO, Blk-Ops
Daniela Vojta – EVP, Executive Creative Director
Susan Young – EVP, Executive Creative Director
Todd Brown – Creative Director
Dan Kim – Creative Director
Elina Rudkovskaya – Copywriter
Andre DeCastro – Senior Designer
Alicia Foor – Creative Technologist
Tyler Gibb – Concept Designer/Storyboard Artist
Production
Aaron Kovan – EVP, Head of Integrated Production
Mel Senecal – VP, Senior Producer
Monique Fitzpatrick – Producer
Sean Flanigan – Digital Producer
Charlotte Popper – Digital Producer
Project Management
Stella Warkman – SVP, Director of Project Management
Jessica Jacobson, Project Manager
Leadership
John Dunleavy – President
Kevin Nelson – Managing Director
Account
Tina Galley – EVP, Executive Account Director
Darla Price – SVP, Group Account Director
Sarah Keiber – SVP, Group Account Director
Pat Six – Account Director
Ellie Choi – Account Supervisor
Molly Raker – Account Supervisor
Strategy
Michelle Kiely – EVP, Global Strategy Director
Todd Sussman – SVP, Group Strategy Director
Justin Ballheim – Strategy Director
Jordan Berger – Senior Social Strategist
Music
Eric Johnson – SVP, Executive Music Producer
Sam Belkin – Music Associate
Production Company: The Director’s Bureau
Edit/Animation/Post: MPC
VFX: MPC NY
Animation Director: Marc Smith & MPC Creative
Managing Director: Camila De Biaggi
Head Of Production: Brendan Kahn
VFX Supervisor: Rob Hodgson
Producers: Katie Buckley, Matthew Loranger
3D Supervisor: Chris Bernier
2D Lead: Tobey Lindback
Editors: Ethan Simmons, Catherine Gionfriddo
Colorist: Adrian Seery
Mix: Heard City
Media: Carat
