Microsoft Seeks Unity This Holiday by Gathering Activists of All Stripes for an Art Project

The making of 'The Art of Harmony'

It's been a divisive year. In the interest of making unity a thing again, Microsoft just released "The Art of Harmony," an uplifting piece of work that features real people, from a diversity of cultures and roles, joining forces to create a piece of public art. 

Participants include:
• Joel Artista, an artist, educator and social change advocate who uses community-based public art to express messages of goodwill
• Child activist Zianna Oliphant
• Florida police officer Bobby White, better known as the "basketball cop"
• West African refugee and artist Hawa Diallo
• Jazz Jennings, the youngest person to publicly identify herself as transgender
• Zea Bowling, a first-grader who stood up to hate when the Supreme Court ruled for same-sex marriage
• Christopher Catrambone, founder of the Migrant Offshore Aid Station
• Mona Haydar, an activist best known for her "Ask a Muslim" stand, which offers passersby free coffee and donuts

Below is the 1:43 video from m:united//McCann. The work features short, powerful statements from participants, snippets of scenes that define their unifying roles, and shots of them using Microsoft products to build the final art piece that crowns the ending. 

The work builds on Microsoft's "Spread Harmony" campaign. Last year, in the same spirit, Microsoft buried the hatchet with Apple by singing "Let There Be Peace on Earth" at the latter's flagship Fifth Avenue store in Manhattan. 

"Art of Harmony" will run this holidays online, on TV, via out-of-home and on social, across Microsoft's many supports—including Bing, Twitter, Instagram, YouTube and Facebook. A "Facebook Badge" will enable people to create profile pictures with art from the spot. 

Also check out the 60-second version here.

CREDITS

Client: Microsoft
Kathleen Hall – CVP, Global Advertising & Media
Deana Singleton – GM, Global Advertising
Stacey Terrien – Director, Global Advertising
Jenny Leahy – Director, Social
Erin Friedman – Director, Global Advertising
Dawn Novak – Senior Manager, Global Advertising
Ashley Anderson – Manager, Global Advertising
Sally Richardson – Manager, Social

Agency: m:united//McCann
Sean Bryan – Co-CCO
Tom Murphy – Co-CCO
Daniela Vojta –Executive Creative Director
Susan Young –Executive Creative Director
Jim Hord –Executive Creative Director
Daniel Kim – Creative Director
Todd Brown – Creative Director
Chris McMurtrey –Creative Director
Scott Higgins –  Creative Director
Roberto Baibich – Creative Director
Nick Ciomperlik – Associate Creative Director
Susann Goerg – Associate Creative Director
David Cappolino – Copywriter
Julie Koong – Art Director
Alicia Foor – Art Director
David Cliff – Director of Creative Technology

Aaron Kovan –Director of Integrated Production
Jeremy Adirim – Director of Interactive Production
Melissa Tifrere –Senior Producer
Mel Senecal – Senior Producer
Rebecca Magner – Producer
Charlotte Popper – Interactive Producer
Eric Johnson – Executive Integrated Music Producer
Sam Belkin – Music Coordinator

Account/Strategy:
John Dunleavy – President
Kevin Nelson – Managing Director
Tina Galley – Executive Account Director
Michelle Kiely –Director of Strategy
Sarah Keiber – Group Account Director
Stella Warkman –Director of Project Management
Todd Sussman – Group Strategy Director
Courtney LeBlanc – Account Director
Maria Villena – Account Executive
Ellie Choi – Account Executive
Alex Cho – Account Executive
Jessica La Torre – Project Manager

Production Company
RSA Films
Director: Jake Scott
Producer: David Mitchell
Director of Photography: Chris Soos
1st A.D.: Howell Caldwell
Line Producer: Jason Groves

Editorial
Rock Paper Scissors
Editor: Biff Butler
Assistant Editor: Mike Shugarmen
Executive Producer: Eva Kornblum
Producer: Lisa Barnable

Finishing/VFX
The Mill
Executive Producer: Melanie Wickham
Producer: Katie Kolombatovich
Lead Flame Artist: Barnsely Wood

Music
"Beauty in the World" by  Macy Grey
Audio Mix
Sonic Union
Mixers: Mike Marinelli
Sound Director: Justine Cortale

Color
The Mill
Fergus McCall