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.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
