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.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
