Microsoft

Helping a tech giant be relevant in the age of Apple

When Crispin Porter Bogusky was producing Microsoft’s “I’m a PC” campaign to help the tech giant create cultural relevancy in an age of Apple dominance, they sought to align the brand with leaders from disparate professions across the globe — sports, science, law, music — even graffiti art. CP+B worked with us to get the part done right, taking our direction on set for the segment to rewrite the short dialogue to better reflect graffiti artists in the spot. For Microsoft, it was critically important to cast a well-known graffiti artist, but not someone who was controversial. Our recommendation was to cast Man One due to his reputation as an outstanding artist but perhaps more importantly, an upstanding arts community leader in the city of Los Angeles. They agreed.