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.
CreditsClient 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 Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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