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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
