Find the story in the footage
A cross-country shoot produces a lot of great material and no obvious spine. Our job was to find the story inside it, with a beginning, a middle and an end, in the time an ad allows.
REC Case file · MMNT-020
Brand spot
Microsoft
A country's worth of footage, told in 44 seconds
VSCRL drove cross-country to capture real makers at work. We turned all of that footage into the one story a 44-second ad can hold.
- Client
- Microsoft Surface
- Creative agency
- VSCRL
- Format
- Brand spot · 16:9 and 9:16
- Runtime
- 44s, 4K
- Our role
- Story edit and post-production
The Tape Rack
CH 01 · Makers Gonna Make
0:45
SP · Stereo
● Hi-Fi
MMNT-020 · Makers Gonna Make · SP
MMNT VD-2000 · Hi-Fi Stereo
Tape rack2 tapes
The Brief
A country of footage. Forty-four seconds.
Microsoft's Makers Gonna Make spot is about people who make things for a living and for love. VSCRL, the creative agency on the project, went on a cross-country journey to capture them where they actually work: home studios, workshops, sewing rooms, an open field.
The footage was the easy part to love and the hard part to use. A whole country of makers in a lot of different places, and a short-form ad slot that gives you 44 seconds to say something.
Real makers. Real rooms. One story.The style brief
The Moves
What we actually did.
Strategy, direction and production.. One crew, start to finish.
Keep it specific
Home studios, workshops and sewing rooms carry the spot. The edit holds on the places and the people so the work feels lived in, and the hand-lettered notes keep it personal.
Two screens, one story
The spot was finished in widescreen and in a native vertical cut, so the same 44 seconds plays properly on TV and in the feed.
The Receipts
What it added up to.
44sTo tell the whole story
2Formats, widescreen and vertical
4KMaster
1Cross-country shoot, by VSCRL
A cross-country shoot became a single 44-second spot, delivered in widescreen and vertical.
The story is made in the edit, and this spot is a clean example: a country's worth of footage, one cut.
Contact Sheet
Frames from the tape.
Pulled straight from the footage. Click any frame to blow it up.
End Credits
Who made it.
- Creative agency
- VSCRL
- Story edit & post-production
- Alex Darke
- Post-production
- Momentous
In partnership with
MicrosoftVSCRL
Let's Roll
Let's
roll.
Tell us what's not getting made yet. We'll tell you if it's a project or a retainer, and when we can start. No deck, no dog and pony. Just the plan.
Let's Cook