Microsoft's '3D Holiday' Ad Is a Whimsical, Out-of-Earth Inclusion Parable

Between Thanksgiving and New Year's, we're barraged with branded messages that appeal to our better selves—quiet, almost logoless stories about family, acceptance and selfless giving. Microsoft's "3D Holiday," created by m:united//McCann and Blk-Ops, is no exception … except it leaves the human family behind. Mythological creatures and extraterrestrials merit kindness, too. (That's pretty much all Star Trek was ever about.) The minute-long spot follows a young woman who grabs her "Gabe the Yeti" doll and dives into a poster of outer space, where Gabe becomes a real friend. In spirit, it's got a Where the Wild Things Are vibe, except without all that propaganda about kid-eating and the need to scare monsters into submission. Instead, our heroine and her yeti gather lonely new friends, stranded on empty rocks like The Little Prince, and throw a party on a deserted shard of asteroid that's all decked out for an Earthling-style holiday bash. [kickout id="1"] "The holiday season is a time for community, inclusion—and imagination," says Kathleen Hall, Microsoft's corporate vp of brand, advertising and research. "Our goal was to bring all of those together and invite people to join us in creating a kinder, more inclusive world through the power and magic of 3D." The work is promotes Microsoft's Surface Book, which makes cameos at the beginning and end, where we find the woman in bed, creating the interstellar world and all its creatures with a stylus. Most of the characters that appear in the ad are inspired by those available on Remix 3D, a Microsoft library and community site for sharing and building on creations made with Paint 3D or other 3D programs. "3D Holiday" went live yesterday. It isn't original, but neither is it especially offensive, which is itself a success in times when we do badly need inclusion reminders. That the latter is also critical to our imaginations is nicely encapsulated by the closing words, "Create a better world." It's difficult to change the systems and cultural constructs that discourage and crush so many people. But when you're lucky enough to work in a "creative" sector, one of the best lessons you can learn is that the work you make—down to the faces you include, and how you incorporate them—can change paradigms, altering what people think is possible. We still have doubts about the merits of a stylus. But hey, call us old-fashioned. CREDITS Campaign: 3D Holiday Client / Brand / Product: Microsoft / Windows / Remix 3D / Paint 3D Agency: m:united//McCann Director: Roman Coppola Managing Director/Executive Producer: Lisa Margulis HOP/Executive Producer: Elizabeth Minzes Producer: Mary Livingston DP: Peiter Vermeer Client Credits Kathleen Hall, CVP, Brand, Advertising and Research, MSFT Deana Singleton, GM, Global Advertising Stacey Terrien, Director, Global Advertising Jenny Leahy, Director, Global Advertising Hannah Westing, Manager, Global Advertising Danna Brokaw, Manager, Global Advertising Alberto Cerriteno, Art Director, Windows Next Dawn Novak, Manager, Global Advertising Creative: m:united//McCann & Blk-Ops Creative Sean Bryan – Co-CCO Tom Murphy – Co-CCO Andrew Panay – Founder, Blk-Ops Brian Klugman – CCO, Blk-Ops Daniela Vojta – EVP, Executive Creative Director Susan Young – EVP, Executive Creative Director Todd Brown – Creative Director Dan Kim – Creative Director Elina Rudkovskaya – Copywriter Andre DeCastro – Senior Designer Alicia Foor – Creative Technologist Tyler Gibb – Concept Designer/Storyboard Artist Production Aaron Kovan – EVP, Head of Integrated Production Mel Senecal – VP, Senior Producer Monique Fitzpatrick - Producer Sean Flanigan – Digital Producer Charlotte Popper – Digital Producer Project Management Stella Warkman – SVP, Director of Project Management Jessica Jacobson, Project Manager Leadership John Dunleavy – President Kevin Nelson – Managing Director Account Tina Galley – EVP, Executive Account Director Darla Price – SVP, Group Account Director Sarah Keiber – SVP, Group Account Director Pat Six – Account Director Ellie Choi – Account Supervisor Molly Raker – Account Supervisor Strategy Michelle Kiely – EVP, Global Strategy Director Todd Sussman – SVP, Group Strategy Director Justin Ballheim – Strategy Director Jordan Berger – Senior Social Strategist Music Eric Johnson – SVP, Executive Music Producer Sam Belkin – Music Associate Production Company: The Director's Bureau Edit/Animation/Post: MPC VFX: MPC NY Animation Director: Marc Smith & MPC Creative Managing Director: Camila De Biaggi Head Of Production: Brendan Kahn VFX Supervisor: Rob Hodgson Producers: Katie Buckley, Matthew Loranger 3D Supervisor: Chris Bernier 2D Lead: Tobey Lindback Editors: Ethan Simmons, Catherine Gionfriddo Colorist: Adrian Seery Mix: Heard City Media: Carat

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Microsoft's '3D Holiday' Ad Is a Whimsical, Out-of-Earth Inclusion Parable

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Angela Natividad

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