Kommitted & Microsoft Consolidate Servers

Nathan McGuinness of Kommitted Films directs two innovative :30 spots for Microsoft’s Windows Server 2008 Hyper -V server with lead VFX by Asylum’s Tim Davies. The spots demonstrate how Windows Server 2008 Hyper -V provides the most robust platform for server consolidation, enabling IT professionals to handle the most demanding and resource-intensive workloads.

The Windows Server 2008 Robot, IT 24-7, is back as the icon in this second phase of the Server Unleashed campaign, developed by McCann Worldgroup San Francisco. Fitted with a Hyper-V energy drink that gives him the energy to rope, wrangle, and consolidate servers, the robot continues to embody innovation, strength, and unstoppable reliability, with a fresh chrome look that makes him sleeker than ever. The campaign, first introduced in February, includes a website, which has been updated to feature Hyper-V; along with :30 and :15 second streaming spots that will run online; print; and flash banners.

Imitator opens on a disheveled IT man carrying a mess of papers and a laptop. He approaches the relaxed IT Professional, owner of the Windows Server 2008 robot. Manic-eyed and wildly jittery, the man drinks a Hyper -V before collapsing from a burst of overwhelming energy. The voiceover reminds us that Hyper -V is only for servers and to “virtualize responsibly” by letting the servers do the dirty work.

Rodeo dips into the energy drink craze. As the spot opens, a robot – the Windows Server 2008, emblazoned with IT 24-7, performs a forward handspring as if to impress his expecting owner. After being told his past efforts were not sufficient, he is ordered to “consolidate, virtualize, and simplify” several servers. The robot downs a can of his Hyper -V Pure Consolidated Energy, then proceeds to lasso every server into one virtual machine.

“It was a welcome challenge to work on this dialogue intensive spot” said Mr. McGuiness. “Working with the green screen was a small hurdle as we had to incorporate the robot’s active presence, but I think we were able to up the level of previous year’s campaigns by integrating the robot using a live actor with mocap techniques. I opted for two cameras in order to pick up all of the action and still follow the dialogue within the short amount of time. Everything in these spots was mapped out carefully in our pre-vis and pre-pro process and the agency and client was great every step of the way.”

About Kommitted:
Production company KOMMITTED Films was founded in 2005 by Director Nathan McGuinness, the Academy Award and Bafta nominated Co-Founder/Creative Director of the VFX company, Asylum. Shortly after, in 2006, veteran Executive Producer Marc Siegel was brought on to expand the directorial roster, feature film slate, and music video presence. Over a short time period, KOMMITTED Films has numerous recent high-profile spots for Target (peterson milla hooks/MN), Nintendo (Leo Burnett/Chicago) and Blackberry (RIM) (Arc Worldwide/Chicago).

About McCann Worldgroup San Francisco:
McCann Worldgroup San Francisco creates connections and conversations with customers and prospects designed to actively advance the business of its clients and their brands. A fully integrated marketing services organization, McCann Worldgroup San Francisco is a digital center of excellence, with McCann Worldgroup’s largest CRM practice, highest creative rating and global reach. Clients include Boys & Girls Clubs of America, Cathay Pacific, HP, Microsoft, Nortel, and Xbox, among others. In the past year, McCann Worldgroup San Francisco also launched T.A.G. SF. McCann Worldgroup is part of The Interpublic Group of Companies (NYSE: IPG).

Windows Server with Hyper -V
“Hyper-V Energy Drink” Integrated Campaign Credits

Client: Microsoft
Spot Title: Rodeo :30 & Imitator :30
Air Date: October 6, 2008
GM, Advertising and Customer Engagement Team: Gayle Troberman
Business Group Director: Bob Visse
Advertising Director: Alicia Anderson
Advertising Manager: Barbara Williams

Prod Company: Kommitted Films
Director: Nathan McGuinness
EP: Marc Siegel
Producer: Jodi Fisher

Post/Effects: Asylum
Executive Producer: Michael Pardee
Producer: Cassandra Khavari
Compositing Supervisor: Tim Davies
Bidding Producer: Michael Hanley
Production Coordinator: Emily Hoovler
CG Supervisor: Piotr Karwas
On-Set Supervisor: Sean Deaveraux
Inferno: Tim Davies
Modeler(s): Chad Fehmie, Greg Stuhl
Animator(s): Craig Van Dyke, Mike Warner & Steward Burris

Editorial: Cosmo Street
Editor: Katz
Assistant Editor: Sean Lagrange
Executive Producer: Jerry Sukys

Telecine: Company 3
Colorist: Stefan Sonnenfeld

Agency: McCann Worldgroup San Francisco
Executive Creative Director(s): Rob Bagot, John McNeil
Associate Creative Director(s): John Reid, Doug Green, Michael Furlong
Copywriter: Doug Green
Art Director(s): John Reid, Michael Furlong
Digital Creative Director: John Reid
Broadcast Producer: Ben Latimer
Interactive Producer(s): Jose Rivera, Monica Velasquez
Director of Print Production: Jeffrey Leach
Print Producer(s): Kathie Rantz, Scott Peyton
Art Producer: Evelyn Chan
VP, Technology: Matthew Fleishman
Interactive Developer(s): Todd Spatafore, Jonathan Rose, Dan Magsino
Group Account Director: Rob Garnett
Management Supervisor: Melissa Orr
Account Supervisor: Clifford Stevens


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