Microsoft: We All Win by McCann NY
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During the Super Bowl, Microsoft will air a 60-second ad titled ‘We All Win’, the latest installation in the company’s journey of empowerment and inclusion showcasing how the Xbox Adaptive Controller is designed primarily to meet the needs of gamers with limited mobility.
The ad follows the stories of passionate young gamers, including nine-and-a-half-year-old Owen, rising to the top of their respective games with a little help from their friends, family and the Xbox Adaptive Controller. The story illustrates Microsoft’s commitment to building accessible technology that levels the playing field and creates opportunity for all, ending with the line: “When everybody plays, we all win.”
The extended spot, by m:united//McCann New York, shows kids with limited mobility talking about how they interacted with a regular Xbox controller, with some definite difficulties. They are then seen taking the Adaptive Controller out of the box and with it, they can more easily play games, interact with friends and gain confidence.
Credits
Microsoft
Kathleen Hall – Corporate Vice President of Brand, Advertising and Research
Deana Singleton – GM, Global Advertising
Stacey Terrien – Director of Global Advertising
Jenny Leahy – Director of Global Advertising, Social and Media Partnerships
Ron Schott – Senior Advertising Manager
Hannah Westing – Advertising Manager
Veronica Mao – Senior Manager Marketing Communications
m:united//McCann New York
Creative
Sean Bryan – Chief Creative Officer
Shayne Millington – EVP, Executive Creative Director
David Banta – EVP, Executive Creative Director
Martha West – Associate Creative Director
Will Montgomery – Associate Creative Director
Julie Koong – Senior Art Director
David Cappolino – Senior Copywriter
Alicia Foor – Creative Technologist
Business Leadership
Kevin Nelson – Global Business Lead
Tina Galley – EVP, Executive Account Director
Rosemary Calderone – SVP, Group Account Director
Pat Six – Account Director
Kyle Ross – Account Supervisor
Production
Carolyn Johnson – SVP, Head of Integrated Production
Rebecca Magner - Producer
Project Management
Stella Warkman – SVP, Director of Project Management
Jessica Jacobson – Project Manager
Business Affairs
Eric David Johnson – SVP, Executive Music Producer
Sam Belkin – Music Business Manager
Dan Gross – Music Producer
David Halberstadt – Business Manager
Strategy
Joanna Schwab – EVP, Global Strategy Director
Jordan Berger – Social Strategy Director
Production: Hungry Man, Inc.
Bryan Buckley – Director
Alex Gorosh – 2nd Unit Director
Mino Jarjoura – Executive Producer
Caleb Dewart – Executive Producer
Kevin Byrne - Executive Producer
Dan Duffy – Executive Producer
Matt Lefebvre – Producer
Peter Bunstein – Associate Producer
Pierre Cailliarec – Assistant Director
Scott Henriksen – Director of Photography
Editorial: Rock Paper Scissors, NY
Damion Clayton – Editor
Alexandra Debricon – Assistant Editor
Eve Kornblum – Managing Director
Lisa Barnable – Producer
Post/VFX: Rock Paper Scissors, NY
Barbara Kontarovich – Flame Producer
Edward Reina – Flame Artist
Sydney Botie – Flame Assistant
Color House: Company3
Sofie Borup – Senior Colorist
Music: JSM Music
Joel Simon – CCO/COE/Co-Composer
Jeff Fiorello – Executive Producer
Jason Krebs – Co-Composer
Audio/Post: Sonic Union
Michael Marinelli – Sound Designer/Mix Engineer
Justine Cortale – Producer
