Gravity Creates Felicia Day Web Video for Microsoft
Gravity’s Digital Effects Supervisor Yuval Levy comments, “Our biggest challenge was transforming a very informative script, discussing a variety of high-technology tools and applications, within an interesting setting and unique world for the viewer. Working closely with the agency, we developed a digital ‘real life’ world for Microsoft, where we inserted Felicia Day having a variety of intriguing adventures. We utilized a great number of the visual cues that already exist within the various Microsoft products, embellished them, and brought them to life on a broader playing field. This included cues such as the blue color, clouds and rainbows from Skype, the butterflies from the MSN logo, the Xbox pyramid from Xbox, and other highly recognizable visual assets. Our goal was to take these hi-end technological tools and explain them in a low-tech, visual way -- for example: a deliveryman brings Felicia a pizza within the Xbox world. We wanted to create a visually we also wanted to convey the message that unique Microsoft media outlets are incredibly simple and effective in the ‘real world.’ “
In the piece, we see Felicia Day driving a car with very obvious stock footage backdrops. “Driving” by the Taj Mahal, London city streets, Western battle scene, and a futuristic landscape, as she says, “Hello, I’m the brand Felicia Day. Microsoft Advertising asked me to talk about their innovative advertising solutions.” Felicia is next joined by an exuberant Microsoft employee, who welcomes her to the “Gallery of infinite, yet measurable, reach,” a fantasy depiction of the Microsoft campus. The women, ala “Alice in Wonderland,” then enter “the Mobile Home,” where they encounter a room filled with mobile phones. There, along with two (freakishly small) male workers, they learn about new interactive ad units, including “Dynamo,” that scale and play video on mobile phones.
Next, the two women walk a stairway in the sky, while discussing the fact that Skype is a part of Microsoft, helping make Microsoft Advertising number one in reach in the U.S. While standing on a puffy cloud, Felicia the “Brand” talks with herself, Felicia the person, via Skype. Hopping into a roller coaster type mini car, the women travel quickly inside a huge X-Box unit, otherwise known as the “den of creativity.” There, Felicia learns that through X-Box, advertising on TV is now truly interactive. Felicia’s host explains that “Simple, scalable, connected, innovative solutions, all across multiple platforms,” are the mandate for Microsoft Advertising. As Felicia drives away, she says, “Now it’s up to you to find out what amazing stories Microsoft Advertising can tell about your brand.”