The trippy new campaign for Windows has us seeing double … a lot.
Warning: Microsoft’s beguiling new campaign for its Windows 11 PC will have you seeing double … to the point where you may think you need an eye exam.Doppelmode, developed in collaboration between Droga5 and Microsoft’s in-house creative team and directed by Mackenzie Sheppard of ProdCo, takes us into a college campus library, where studious scholars and their “playful doubles” (literally) dance between productivity and playtime — using the duality of the laptops to fluidly shift from resumes and presentations to video games and creative apps. The fun twist: What looks like some skillful special effects is actually 25 sets of identical twins shot entirely in-camera and with zero usage of AI (at least outside of the laptop). The fun spot targeting college students — many of which are in the process of wrapping up their semesters and either juggling exams and/or preparing for graduations, internships, seeking or starting new jobs and summer breaks — gets even trippier with the clever use of the song “Play Me,” by Fcukers, an electronic duo from New York. Presenting the product as a one-stop shop for both their school life and personal life in a way that’s almost reminiscent of a certain competitor that’s prone to upselling multiple products is also a brilliant marketing strategy when the demographic is budget conscious.The work makes you appreciate creativity, marketing and notably the usually unsung heroes in casting, who deserve heaping praise for their “double” duty.
