Microsoft AI crafts digital artwork inspired by holiday traditions around the world
People in the ad use AI to illustrate their most cherished holiday rituals, showing that technology is a tool best powered by humanity.
A new campaign from Microsoft celebrates how artificial intelligence can bring to life the diverse tapestry of holiday traditions around the globe.
The hero film, aptly titled ‘Make your holiday a masterpiece,’ opens with a woman (played by renowned transmedia artist Ellie Pritts) setting up a creative space in a plaza decked out for the holidays. Instead of a canvas, she has with her a computer. Passersby from various backgrounds approach her and divulge their cherished seasonal traditions, from Japanese New Year to the Italian Feast of the Seven Fishes. The artist then reveals to each guest stunning custom works of art the AI created, inspired by their anecdotes.
As the ad’s story unfolds, it also unveils its underlying message: the true power of technology lies in its ability to enhance and elevate the human story.
“This year, we want to celebrate the unique holiday traditions people experience around the world,” said Kathleen Hall, chief brand officer at Microsoft. “With the magic of AI and Microsoft Designer, anyone can be an artist and bring their memories to life, creating beautiful masterpieces to share.”
The films were directed by award-winning film director and photographer Andree Ljutica, whose previous short works have played for audiences at Guanajuato International and have won juried awards at Palm Springs International.
Creative agency McCann New York ideated and developed the campaign.
Shayne Millington, chief creative officer at McCann New York, added: “The holidays are that special time of year where memories and traditions are created among friends and family. It was incredible to hear the range of stories from people all over the world and see their faces light up when their memories immediately became something tangible.”
Microsoft’s owned digital and social channels will display the work.