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0px 0px”}’ border_style= ‘{“d”:”solid”,”l”:”solid”,”t”:”solid”,”m”:”solid”}’ border= ‘{“d”:”0px 0px 0px 0px”}’ border_color= “” border_radius= “0px” text_typography= ‘{“d”:””}’ hide_in= “” css_id= “” css_classes= “” animate= “1” animation_type= “none” animation_delay= “0” animation_duration= “300” key= “IDTy6Wdjb”]
Producing “One Day. One Microsoft.”
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At a glance
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Premiered at Ready and with company-wide email
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14k+ views, #1 trending on Stream, 260+ comments with 100% positive sentiment
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Acclaimed by Kathleen Hogan, Steve Clayton, and other executives
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Project lead
Dawn Hagen
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PM
Michelle Dumler
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Producer
Steven Yen
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Creative agency
Vossler
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Situation
In 2015, Satya commissioned us to ‘rediscover our soul’ – find out who we were, why we were, and what the world would look like without Microsoft. Since then, we’ve determined our cultural attributes as a company rooted in growth mindset. While we have come a long way, culture takes time to grow and become real for employees.
‘One Day. One Microsoft.’ was born out of a need to understand the details behind our culture and to see how everything fits together by demonstrating our humanity and shared mission.
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Strategy and Execution
Because the film was produced entirely during quarantine, we couldn’t meet with employees for shoots as originally intended. As a result, the film was made entirely out of shots from employees remotely. My role on the team was to create a system where we could efficiently communicate what the film was about collect great quality footage in a compliant manner. To make this happen, I took the following steps:
- Creation of a storage solution to securely store UGC footage from participants. To make it easy for employees while staying complaint, we had employees submit via OneDrive.
- Creation and review of brief and email to communicate exactly what we were looking for in a concise manner. These were sent out in batches so that we could get more specific to fill missing content.
- Gathered list of diverse employees by working the HR Business Intelligence team to gather a list of employees that ranged from different geos, business groups, tenures, and genders.
- Send, review, and respond
In total we reached out to 15,000 employees and received videos from ~100 employees. We worked with a few of them to get the exact shots we were looking for.
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Creative brief sent out to participants
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Outcome
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Front page of MSW
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Comments from viewers
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Looking back
- Go with the simplest solution first, then iterate
I would have spent less time finalizing the storage solution. Because this was one of the first parts of the timeline I had spent too much time exploring other potential easier and automated solutions, which pushed other items on the timeline further down. Instead, I would have went with the simplist solution first and then iterated on the process from there to give more slack on the timeline. - More content is better
Because we were initially cautious about the high volume of footage we would receive and need to review, we had limited the outreach to a few hundred employees in the first few weeks. Due to COVID and other factors, we had received much less footage than expected and as a result much of the timeline was spent waiting to receive more footage. Since more footage is almost always better, reaching out to more individuals earlier would have allowed us to forumulate an initial draft of the video earlier to provide for more review cycles.
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