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.