Millennials didn’t believe Microsoft understood who they were as people.
We changed that.
The Microsoft Manufacturing and Supply Chain group (MSC) has a stodgy name, but they’re responsible for bringing all of Microsoft’s amazing devices to life. From the Xbox to the Hololens. And yet, they were struggling to recruit young talent.
So they came to us looking for a talking head video of some middle manager rattling off benefits. We told them that was crazy. And — with a quick burst of qualitative research — proved why.
The young talent they were after is less concerned about benefits and policies and more concerned about working for a brand that understands and embraces who they are as humans.
So we got to work defining a story built around a mantra that already existed in MSC materials: All In. It started with gorgeous storyboards and a narrative from designer Peter Moffit.
Great storyboards are easy. Bringing them to life is hard. It’s even harder when your audience can sniff out posers and staged environments in a heartbeat.
But with a nimble team, a location in the mountains, and an actress with the same adventurous, all in spirit as the audience, we made it happen.
Campaign anthem.
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