NYC Anthem & Retail Content / Microsoft

For the launch of their retail store in NYC, Microsoft wanted to create a unique presence within the city that would strike a positive chord with locals and tourists alike. So, to create an emotionally-charged story that captured the city’s essence, we looked to themes of the everyday, of the unexpected, of humanity throughout the city.

Between the NYC Anthem and retail content created, we navigated our way through a bevy of city restrictions (e.g. content displayed on external LED walls on 5th Avenue must only show a combination of artistic, cultural and/or NYC-related content). In addition to avoiding the expected, identifiable licensed events, strong seasonal cues and/or recognizable personalities, we showcased some of the city’s best performers captured in slow mo against iconic locations, which acted as vibrant additional characters in our edits.