With Windows 10 End of Support fast approaching, Microsoft and Intel partnered with BUCK to launch a comprehensive, global marketing campaign. The goal was simple: educate and help small and medium-sized businesses understand why upgrading to Windows 11 Pro PCs and Copilot+ PCs with Intel vPro matters.
I was invited by Buck to participate in this huge project for Microsoft. A 14-language B2B campaign delivering 12,000+ assets across film, display, social, DOOH, podcast, email, and landing pages, spanning Microsoft, Intel, and their global commercial partners. Supported by Master Campaign Guidelines and Localization Guides to enable effective local adaptation.
The team was huge and the deliveries were massive. But in the end the campaign proved highly successful, with over 1.2 billion campaign impressions resulting in over 2.5 million new device activations across more than 7,000 organizations and a 4-point increase in Windows 11 adoption within five months.
In order to maintain the level of craft delivered at this massive scale and speed, BUCK also enlisted the help of Ditroit to bring this complex campaign to life.
Explorations
For each frame, there were countless explorations and even then, many didn't make the final cut.
Made by Humans
Group Creative Director: Thomas Schmid
Creative Director: Alex Moulton
Executive Producer: Russell Greene, Ryan McGrath
Production Lead: Monica Lynn
Account Director: Danielle Russo
Producer: Andre Araujo, Julia Torchine, Luke Proctor, Pablo Martinez, Paul Winze
Associate Creative Director: Ana Gómez Bernaus
Art Director: Vicky Chong
Additional Art Direction: Arielle Casale
Associate Producer: Dani Ortega, Khadim Dieng, Wolfgang Schiavo
Head of Strategy: Marla Moore
Strategy Director: Surabhi Rathi, Tina Surelia
Copy Director: Dave Evans
Copywriter: Asli Zeren, Audrey Kang, Brooke Kessler, Charlie Short, Emma Howcroft, Kat Sieniuc, Katrina Schaefer, Shana Billingsley
Storyboard Artist: Tristyn Pease
Concept Artist: Fernando Utreras
Designer: Abbie Winters, Danilo Gusmão Silveira, Danni Xi, Eduardo Gooda, Haeri Cho, Jade Kuzak, Jong Lee, Joshua Harvey, Julia Chu, Julie Alter, Kate Wu, Kenni Huang, Lucas Ramos, Mindy Park, Nachei Sánchez, Noel Núñez-Caba, Vicky Chong, Yi Zheng, Yukyung Lee, Dani Barros
Head of 2D: Mercy Lomelin
2D Animator (AE): Dan Cantelm, Johan Eriksson
Technical Director: Ben Rohel
Head of 3D: Bill Dorais
3D Supervisor: Hogan Williams
Modeler: Daniel Barros
3D Animator: Anaël Saint-Jean-Vidal
Creative Technology Director: Cameron Browning
Lead Creative Technologist: Matt Kenefick
Head Of Post: Jose Fuentes
Editor: Cameron Kelly, Dave Conte
Assistant Editor: Mystikal Scalzi