To promote Windows Server 2008, the most recent release of the Microsoft Windows Server line of operating systems, which was released February 27, a series of three video ads starring a computer-generated robot character are playing at www.serverunleashed.com and other sites. The spots were created by McCann Erickson/San Francisco and produced by Digital Domain/Venice, Calif.
“It’s a major launch for Microsoft, an updated version of their enterprise software and they needed a big campaign, so we came up with the metaphor of the robot,” said Michael Furlong, a creative director at McCann. “The campaign is about reliability and manageability, which we represented with the strength and flexibility of the robot.”
In spots entitled “Command Line,” “Crouching Robot” and “Exerciser,” the robot, nicknamed IT247, is the server, which runs and jumps around the industrial space as two men discuss it.
Digital Domain used motion capture to set up the robot’s moves. “We wanted to have the robot be able to do robotic things and have the flavor of a human being,” said Fred Raimondi, the Digital Domain director. “Rather than have an animator do it, we recorded the motions of a guy in a suit with sensors on his body and applied it to the robot model.” Alex Chansky, an actor who doubled for Spiderman in two movies and has appeared in martial arts films, was filmed in the motion capture sequence.
The two men were shot on green screen with everything else in the spots in 3D. The spots were shot with an Arri D4 digital camera. “It’s fully digital and we didn’t use film,” Raimondi said.
The spots are all :30s but they’re not running on TV in the U.S., although they may in international markets. “Different markets will adapt them for their own usage,” Furlong said. “Here, we’re trying to target IT pros and it’s easier to get them online.” The U.S. campaign runs at www.serverunleashed.com and a number of sites in a media buy, including gadget sites Gizmodo and Crunchgear.
The U.S. campaign also includes two-page magazine spreads.
Furlong said he worked with the McCann office in Japan to coordinate the robot movements because “they’re very sensitive to how robots are represented.” Robots have appeared in ads for Honda and Nissan in Japan, “so we had to make sure the robot was unique,” he said.
Britt Wilen Joins David&Goliath As Group Creative Director
As David&Goliath (D&G) celebrates 25 years, the agency is bringing on new creative leadership to help shape its future. Britt Wilen joins as group creative director, bringing her knack for big ideas, executional craft and a track record of work that resonates. In her new role, Wilen will partner closely with clients, diving deep into their challenges to develop work thatโs bold, transformative, with high-impact solutions and cultural relevance.
David Angelo, D&G founder and creative chairman, said of Wilen, โSheโs a true creative force--a Swiss Army knife of innovation--with an energy thatโs as contagious as it is inspiring. We are looking forward to her creative leadership for one of our longest-standing clients, California Lottery, as well as the impact sheโll bring to our โBraveโ culture.โ
Wilen stated, โCreativity is at its best when it surprises people, makes them feel something, or gives them a new way to see the world. Thatโs what I love about this industry, and thatโs what drew me to D&G. They have a fearless approach to ideas and a culture that thrives on collaboration, and Iโm so excited to be part of it.โ
Wilenโs most recent staff position prior to joining D&G was serving as a global creative director at Saatchi & Saatchi where she led major campaigns for Toyotaโs Olympic and Paralympic sponsorship, Expedia and Lexus. Before that, she held senior creative roles at BBDO Worldwide and Leo Burnett, helping shape iconic work for brands like Doritos, Ikea, Mars, and more.
Her work has been recognized with top industry honors, including Cannes Lions, D&AD, The One Show, Clio Awards, and Effies. In addition to her impressive professional career, Wilen boasts a rich and... Read More