Given the client’s brand objectives, these films needed to be fairly sincere and humble, which is not the traditional approach for viral videos. It was important to find the right tone. Make stories about Microsoft and its products that people want to watch and forward to friends without being outrageous or stunt-driven. Being tongue in cheek, without being too cheeky.

We made short films with characters who were earnest and understated, but who inhabited worlds where the impossible was matter of fact. This tension, combined with a fair dose of self-depravation, achieved the right tone. The films create warmth and sincerity from their grounding in the analog world, even though their subject matter is very digital. The transition between analog and digital was the key concept in both cases.