Stills & Concepts
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Description
The launch of Windows 8, the new operating system from Microsoft that now exhibits a brand-new interface, devised with tablets, smartphones and other touchscreen devices in mind, is being publicized with a huge global campaign. Created by JWT Brazil and Wunderman, the initiative includes eight spots produced by Vetor Zero/Lobo and directed by Mateus de Paula Santos and Guto Terni, to be aired in eleven countries. Each ad tells a humorous story, carried out through the various apps available to the user, in order to demonstrate how fluidly and intuitively the many assets work together thanks to the new interface.

Despite the main purpose of the spots being to showcase the new system’s features, which is accomplished through motions graphics that faithfully represent its agility and smoothness, their heart lies in the human side of the stories. We sought to use as much live action and still photography as possible in these pieces, with a casual and naturalistic art direction, as if the material was created by the user/protagonist himself. The objective is to highlight the fact the it’s human experiences and needs that push technological innovation forward, and that what gives life to an operating system are the life stories recorded and shared through it.
Stills & Concept Art
Credits
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Production Company
Vetor Zero / Lobo
Creative Directors
Mateus de Paula Santos & Guto Terni
Executive Producer
Alberto Lopes & Sérgio Salles
Account Manager
Roberta Reigado
Director of Photography
Pierre Kerchove
Post Production Supervisor
Marcelo Teixeira
Head of Production
Loic François Marie Dubois
2D Animation
Marcello Akira, Marcos Silva, Luiz Gustavo F.Zanotello
Copywriter
Roger Marmo
Coordinator
Fabio Truci
Post Production
Vetor Zero / Lobo
Sound Design
Punch Audio