Microsoft’s new Windows 11 operating system is designed to provide a calm and creative space where you can pursue your passions through an immersive, fresh experience. From a rejuvenated Start menu to new ways to connect to your favorite people, news, games and content, Windows 11 is the place to think, express, and create in a natural way.
Created by McCann New York and m:united and directed by Tarsem Singh via RadicalMedia, Microsoft’s latest campaign takes us on a magical journey that demonstrates how Windows 11 brings you closer to what you love. The story is about technology that works with you. It doesn’t stand in your way. It removes barriers and drops distractions, helping you focus on what matters most.
Set to the new single “All Starts Now” by Odessa ft. Tim Myers, our hero explores the new Microsoft Store, games with Master Chief himself, pulls Widgets from an exploding cloud, and Chats with a friend on the other side of the world, all representing the seamless experiences that Windows 11 makes possible.
Visual effects were created by the team at Framestore, who brought the new features of Windows 11 to life within the dreamlike film.
“The experience and power of Windows 11 is as much about how it makes you feel, as it is about what it helps you get done. We wanted to bring that to life in a magical way; and who better to do that than Tarsem,” said Kathleen Hall, CVP, Brand, Advertising & Research, Microsoft.
Credits
Client Microsoft Agency McCann New York Sean Bryan, co-chief creative officer; Shayne Millington, Piper Hickman, EVPs, global executive creative directors; Cristina Reina, SVP, executive creative director; Nic Howell, Geoff Bentz, SVPs, group creative directors; Nick Ciomperlik, associate creative director; Sarah Wagner, sr. copywriter; Gina Senese, sr. art director; Robert Arthur, art director; Jack McNamara, Kobby Amoako-Atta, copywriters; Doug Koh, sr. designer; Yung Lee, designer; Malik Dupree, jr. designer; David Cliff, director of creative technology; Alicia Foor, creative technologist; Aaron Kovan, EVP, chief production officer; Erin Jackson, executive producer; Nina Roussarie, Jamie Slade, sr. producers; Ana Goldoni, jr. producer; Patty Visconti, VP, sr. interactive producer; Sean Flanigan, digital producer; Kelly Ramsey, sr. art producer; Caroline Sollmann, art producer. Ash Farr, EVP, global director of strategy & research; Jordan Berger, strategy director; Sydney Hausman, sr. strategist; James Rooney, strategist; Eric David Johnson, aka DJ Bunny Ears, sr. VP, executive integrated music producer; Colleen Dahlstrom, music producer; Madison Rowe, jr. music producer. Production RadicalMedia Tarsem Singh, director; Jim Bouvet, Frank Scherma, exec producers; Cathy Dunn, head of production; Jeremy Barrett, Jackie Wilson, producers; Will Vudmaska, production supervisor; Cue Chatley, 1st AD; Roman Vasynov, DP. Editorial Rock Paper Scissors Damion Clayton, editor; Sebastian Zotoff, assistant editor; Eve Kornblum, exec producer; Justin Kumpata, head of production; Jenny Greenfield, producer. VFX Framestore Ben West, creative director; Chris Harlowe, VFX producer; Clement Renaudin, CG supervisor; Alejandro Villabon, compositing supervisor; Carla Attanasio, head of production; Jose Alvarado, associate producer; Diego Bonora, VFX coordinator. Audio Post Sonic Union Rob DiFondi, mix engineer; Nathanael Taylor, producer; Patrick Sullivan, head of production. Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, exec producer. Production Craft NY Dan Priore, executive producer; Brent Miller, post producer; Mario Villaquiran, production coordinator. Craft UK Marta Gromysz, implementation director; Ioannis Konstas, implementation manager; Geoff Bezruchko, sr. implementation manager; Emma Bentmark, Hannah Gardiner, UK post producers; David Smith, UK digital producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
