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.
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
