Building an Anthem Film
When the CEO of Microsoft, Satya Nadella, needed a film that could communicate Microsoft’s mission and values at the highest level, he turned to a trusted partner. Watts Media had already supported the Office of the CEO on several keynote projects, and this assignment required the same level of clarity, precision and discretion. The company needed a piece that could speak for Microsoft in boardrooms, global forums and private meetings where every word and every frame carries weight.
The brief was direct. Create a film that expresses the purpose of one of the most influential companies in the world without relying on product language or campaign framing. The story needed to feel human and modern. It needed to reflect the character of a company with global reach, deep technical ambition and a long history of shaping how people work and live. And it needed to do all of this with restraint, allowing the mission to stand on its own.
We approached the project with the same discipline Microsoft brings to its own work. Every decision was intentional, and it reflects our approach to enterprise storytelling. The narrative centers on people rather than technology. The visuals focus on real moments rather than spectacle. The pacing gives the message room to breathe. The goal was not to impress but to clarify. Not to promote but to articulate what the company stands for.
The final film became a tool for executive communication and now sits alongside our broader body of work. Satya Nadella uses it in conversations with Fortune 100 leaders, government officials, foreign dignitaries and global partners when he needs to anchor a discussion in purpose. It has been shown in settings where trust and alignment matter more than anything else. It continues to serve as a reference point for teams across the company who need a clear expression of why Microsoft exists and who it serves.
For our team, the project reinforced a principle we see often in brand storytelling. When the mission is strong, the most effective work is the work that gets out of the way and lets the mission speak. This film was built to do exactly that.
