Microsoft wants you dramatise, expose and educate to fulfil its mission of helping everyone to harness their creative superpower.
The idea behind the work that won me and my fellow partners in crime one of the 29 yellow pencil’s awarded at the D&AD New Blood Awards 2019 is rather simple: make a child virtually conduct an entire orchestra.
How I got to that stage starts with me coming to London. Before coming here I just had a passing interest in opera and ballet. Only after coming to London and going to the Royal Opera House I really started to learn the logistics of how monstrously difficult these art forms are and what sort of funding they require.
So when Microsoft introduced the Hololens I immediately pictured a child virtually conducting an entire performance, making adjustments on the fly, controlling hundreds of people on stage according to his vision. I pictured that the Hololens, alongside other Surface products like the Surface Studio and Dial would democratise aspects of art that have never been possible before either due to lack of resources or not being given the chance.
But although all this was in my head, success doesn’t happen in a vacuum, which meant finding people who believed in my idea and wanted to collaborate with me. Thankfully I had Sibel and Zeos by my side, who took what was in my head and made it into visuals and sound. At the time we were all in different countries and timezones, so it was a logistical nightmare trying to get the work pass the finish line. But we did.
And that team effort led to a yellow pencil. It was honestly the biggest shock of my life given that none of us expected to win a yellow pencil. Our work wasn’t as polished as other entries. Some people even told to our faces that they were surprised an entry like ours won at all. Until the very last second we thought we would get wood. But this is where D&AD proved me wrong. Unlike every other student advertising competition around the globe, D&AD truly in their core believe that idea is king. As long as you can effectively communicate that idea, nothing else matters. That was an incredible lesson for me. It taught me that as long as you believe in your idea, you just might find other people that also see what you see in it.