To launch the new Microsoft Windows 11 OS, Framestore and McCann New York follow one woman’s dream sequence reminiscent of an Alice in digital Wonderland. Brought to life in a surreal visual journey through iconic Windows elements and user interfaces, the spot shows how Microsoft “Brings You Closer to What You Love.”
Shot in multiple locations, from China to Los Angeles, auteur director Tarsem Singh lent his unique visual storytelling flair to the project, creating rich environments, dynamic choreography and striking compositions.
Framestore’s LA and Chicago VFX teams worked in tandem across a virtual toolbox of approaches, including CGI, animation, matte painting, UI design, green screen performance, various location backplates, Lidar scans, modeling and set extensions over a tight three week schedule.
Design also played an integral role in concept and look development, allowing the team to zero in on the aesthetic from the start of the project and guide the VFX through to completion.
“Our approach to communication allowed our teams across different locations to operate with the utmost creative efficacy and collaboration,” said Ben West, Creative Director at Framestore. “Our role was to bring the wide range of elements together in a very short amount of time, and we’re proud of the final aesthetic.”
The spot was also colored by Framestore’s LA-based Colorist, Beau Leon, and appears across broadcast and digital channels.