Microsoft is introducing the next chapter of its Windows 11 ‘“Brings You Closer to What You Love” campaign which continues to focus on real people and how Windows 11 helps them pursue their passions. This spot–one of three telling the stories of unique individuals–focuses on Charlotte Oxam, a plus-sized fashion entrepreneur who founded Cue the Curves, a tech startup aimed at creating a positive shopping experience for plus-size women. Charlotte does everything from coding to marketing and wants women of all sizes to feel confident through access to fashion that fits both their body and their personality.
Erich Joiner via production house Tool of North America directed all three spots, including “Charlotte,” in this campaign for agency McCann New York.
Credits
Client Microsoft Agency McCann New York, Sean Bryan, co-chief creative officer, North America; Shayne Millington, co-chief creative officer; Christina Reina, Pete Johnson, EVPs, global executive creative directors; Nic Howell, Geoff Bentz, SVPs, group creative directors; Brad Soulas, Kristine Salm, VPs, creative directors; Nick Ciomperlik, Will Roches, Justin Horowitz, creative directors; Tim Min, associate creative director; Mook Phoungbut, associate design director; Gonzalo Hergueta, design lead; Doug Kohi, sr. designer; Eugene Gao, Adam Rotstein, sr. copywriters; Avery Young, sr. art director; Mikey Bready, Robert Arthur, art directors; Jack McNamara, Craig Ferguson, copywriters; Robert Casella, jr. art director; Campbell George, jr. copywriter; Chocho Han, designer; Malik Dupress, jr. designer; David Cliff, director of creative technology; Alicia Foor, creative technologist; Aaron Kovan, EVP, chief production officer; Stacy Flaum, SVP, executive integrated producer; MJ Soler, sr. producer; Christine Clavio, producer; Ana Goldoni, jr. producer; Patty Visconti, VP, sr. interactive producer; Kelly Ramsey, sr. art producer; Eric David Johnson (aka DJ Bunny Ears), SVP, executive music producer; Colleen Dahlstrom, music producer; Madison Rowe, jr. music producer; Erica Yahr, chief strategy officer; Amadeo Plaza, VP, strategy director; Kyla Jackson, associates strategist. Production Company Tool of North America Erich Joiner, director; Rob Sexton, exec producer; Amy DeLossa, head of production; Kelly Christensen, line producer. Casting DS Casting Danya Solomon, casting director; Christian Aeschliman, interviewer. Editorial NO6 Corina Dennison, exec producer; Charina Espino, sr. producer; Chris Van Dyke, Dan Aronin, sr. editors; Nick Schneider, editor; April Etmanski, Grace Yang, Britt Bernstein, assistant editors; Mark Reyes, finishing producer; John Shea, Ed Skupeen, Jami Ross, Flame artists; David Gerber, graphic artist. Postproduction The Mill Angela Lupp, exec producer; Sina Takerkhani, creative director; Yvonne Apollonio, producer; Roger Hom, designer; Fede Reano, designer, 3D lighter; David Manzo, 3D/2D animator/compositor; Karim Moussa, 3D modeler/texturer; Tod Mesher, compositor/Flame; Dylan Nett, Nuke artist; James Tillett, Kris Smale, colorists; Meghan Lang Bice, color EP; Gabe Wakeman, Kay Carpenter, Alexandria Adams, color producers. Audio Post Sonic Union Mike Marinelli, mixer; Justine Cortale, studio director. Color Company 3 Tim Masick, colorist; Kevin Brehany, sr. producer. Music JSM Joel Simon, CCO/CEO/composer; Nathan Kil, composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, Sharon Cha, sr. producers.
Director Sune Sorensen of production company Hey Baby teamed with The Wonderful Agency on this lovely story to ring in the holiday spirit for floral delivery service Teleflora.
The spot introduces us to Matty who’s hospitalized during the holiday season when a magical encounter with a snowman ensures. There’s something unusual--and familiar--about this snowman. And thanks to Make-A Wish, Matty sees the person whom the snowman represents--his father who’s away on naval duty.
The production was shot in Vancouver, Canada, and includes local talent and crew. Sorensen related, “It’s hard enough to find strong, believable, child actors let alone one who has to not only carry the story but also deliver complex emotions on cue.” Clearly, he found one. “When Aaron Stansberry auditioned, the entire room starting crying. I don’t remember the last time that has happened. It was clear that he understood what it meant to his character in a very profound way. His tears felt genuine.”
The commercial is part of the “Power of Wishes” campaign which empowers Americans to help Teleflora donate $250,000 to the nonprofit organization Make-A-Wish. More than 4,000 children will receive a devastating diagnosis this holiday season and through this partnership, Teleflora will help Make-A-Wish grant life-changing wishes to children with critical illnesses. Donations are triggered when consumers order qualifying seasonal bouquets on Teleflora’s website, like the Teleflora and Make-A- Wish collaboration posts on Instagram or Facebook, or through an in-person activation at Rockefeller Center in New York City, where passersby can build a snowman on December 11. Teleflora will donate $10 to Make-A-Wish for every snowman built during the... Read More
