For the 2017 edition, year three of its #MakeWhatsNext campaign–again linked to International Women’s Day–Microsoft aims to build a sense of urgency and scale to an education issue.
In a series of videos–including this anthem piece titled "Change The Odds"–Microsoft asks girls about the problems they are most passionate about solving, conveys their excitement about what they could achieve – ranging from finding solutions to climate change to curing cancer – and also the harsh reality: without the necessary STEM [Science, Technology, Engineering and Math] skills, they probably won’t solve them.
Currently, only 6.7 percent of U.S. women (and 16 percent of women globally) graduate college with STEM degrees. The plea to girls: to change the world stay in STEM and #MakeWhatsNext.
As part of this initiative, Microsoft will introduce new programs and resources on www.MakeWhatsNext.com that will help young girls take the next step in making their STEM dreams a reality, including a new experiental tool being launched by Microsoft and LinkedIn to demonstrate how girls can pursue their passions across industries and social causes.
The campaign created by m:united//McCann launches globally today (3/7/17), just as International Women’s Day is starting around the world, and will span broadcast, online/digital, events and social media including Facebook, YouTube, Instagram and Twitter, which will have a “First View”, a first for Microsoft and Twitter, and a Twitter Conversation Card to showcase the video and drive conversation.
"Change The Odds" was directed by JJ Adler from Tool of North America.
Client Microsoft Agency M;united//McCann Sean Bryan, Tom Murphy, co-chief creative officers; Susan Young, Daniela Vojta, executive creative directors; David Cappolino, copywriter; Julie Koong, art director; Kelly Kim, designer; Elina Rudkovskaya, copywriter, social; William Montgomery, art director, social; David Cliff, director of creative technology; Alicia Foor, creative technologist; Aaron Kovan, director of integrated production; Carolyn Johnson, executive producer; Rebecca Magner, producer; Jeremy Adirim, director of interactive production; Charlotte Popper, interactive producer; Eric Johnson, executive integrated music producer; Sam Belkin, music coordinator.; Michelle Kiely, global director of strategy; Justin Ballheim, strategy director. Production Tool of North America JJ Adler, director; Oliver Fuselier, managing partner, live action; Brad Johns, exec producer; Greg Jones, producer; Laura Merians, DP. Editorial Cosmo Street Editorial Tessa Davis, editor; Josh Berger, assistant editor; Becca Reil, producer; Yvette Sears, exec producer. VFX Framestore New York Sarah Hiddlestone, head of production/EP Karen Czukerberg, sr. producer; Raven Sia, sr. producer; Karl Woolley, head of VR; Andy Rowan Robinson, creative director; Steve Drew, compositing supervisor; Raul Ortego, head of Flame; Beau Leon, colorist; Jonah Braun, color assist; Marc Smith, Abram Seaman, designers; Patrick Ross, Georgios Cherouvim, Georgios Papaioannou, Jacob Slutsky, Glory Zheng, Mohamed Echkouna, Sean Curran, Shayne Ryan, Will Frazier, 3D; Dan Giraldo, Elaina Brillantes, Jose Arauz, Giulia Bartra, Ranran Meng, Chihcheng Peng, Liz Yang, compositing; Callum McKeveny, Rob Go, 2D; Ben Cronin, Deepa Paulus, Katie Rhodes, Megan De Wolf, Paul O’Brien, Savneet Nagi, Tim Greenwood, Tim Osborne, VFX Support (Framestore’s London office) (Toolbox: Flame, Nuke, Maya, After Effects, Houdini, 3D Equalizer)
The Best Work You May Never See: SAFE Project, FCB Health, LOBO Build “Snowball” To Raise Awareness of Wintertime Alcohol Misuse
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More