Wow, is this the kind of great thing that happens when Microsoft sells to the Mac crowd? Meticulously hip attention to detail in set and costume and the sheer fun of mini mannequins. "Even creative types need to do expenses, e-mail and the occasional presentation," says McCann-Erickson's David Ekholm. "We wanted a fun way to show how the new Office for Mac makes you so productive, it's as if you're unlocking this little business professional version of yourself. It was all about the little details, right down to the tiny coffee cups and miniature ball point pens. We found ourselves basically doing double duty when it came to wardrobe, props and styling, in order to create this funny contrast between the creative person and the doll. We wanted slightly edgy yet believable Mac users with distinguishing features, so their dolls would be unmistakably them-only stiff and all business."
Client: Microsoft Agency: McCann-Erickson/S.F. CCO: Kevin Moehlenkamp ECD: Walter Connelly, Dante Lombardi AD: Michel Edens CW: David Ekholm Art Buyer: Lynn Sutliff Print Producer: Jeffery Leach Modelmaker: Anthony Sgard Set Designer: Floris Vos Photographer: Erwin Olaf Retoucher: Edwin Veer/Magic