Microsoft Mission Video – Corporate Storytelling for Global Leadership
Building an Anthem Film
Microsoft partnered with Watts Media to create a flagship anthem film that would articulate the company’s mission at the highest level. Commissioned directly by the Office of the CEO, this video was designed for Satya Nadella to use in keynote presentations and private meetings with global leaders, foreign dignitaries, and Fortune 100 executives. The goal was to craft a cinematic narrative that expressed Microsoft’s purpose with emotional clarity and global resonance. This project represents the intersection of brand storytelling, leadership communication, and high‑stakes corporate messaging.
Business Challenge
Microsoft needed a single, unifying narrative that could communicate the company’s mission across cultures, industries, and geopolitical contexts. The film had to resonate with audiences who already knew Microsoft well - and those who didn’t. It needed to:
express Microsoft’s purpose in a way that transcended products
reinforce trust and leadership on the global stage
communicate the company’s values with clarity and emotional depth
support Satya Nadella’s vision for a more human‑centered Microsoft
This wasn’t a marketing video. It was a strategic communication tool designed to strengthen Microsoft’s relationships with industry and world leaders and shape how the company is perceived at the highest levels of influence.
Creative Challenge
The creative challenge was to distill one of the world’s most influential technology companies into a narrative that felt human, authentic, and emotionally compelling. The film needed to:
avoid cliches and corporate generalities
balance innovation with human impact
speak to a global audience
feel timeless and mission‑driven
reflect Satya Nadella’s leadership philosophy
deliver emotional weight without sentimentality
We needed to create a film that could stand beside the CEO on the world stage and elevate the message he wanted to deliver.
Our Solution/Creative Process
Our team collaborated closely with the Office of the CEO to understand the deeper intent behind the film. What emerged was a clear directive: focus on people. Focus on the individuals, communities, and organizations whose lives are changed by technology – and the role Microsoft plays in empowering them.
Our Approach Included:
Strategic Story Development
We built a narrative framework centered on empowerment, accessibility, and human potential. Every moment was crafted to reinforce Microsoft’s mission: to empower every person and every organization on the planet to achieve more.
Human‑Centered Visual Language
We built a visual palette that blended real‑world stories with cinematic imagery, showing how Microsoft’s technology quietly enables progress in education, healthcare, sustainability, and innovation.
Emotional Arc and Narrative Rhythm
The film was structured to build from individual moments to a collective vision - moving from personal stories to global impact, and ultimately to Microsoft’s role as a catalyst for positive change.
Collaboration with the Office of the CEO
We worked directly with Satya Nadella’s team to refine tone, pacing, and message. Their insights ensured the film aligned with Microsoft’s leadership voice and strategic priorities.
Delivery for High‑Stakes Environments
The final film was designed to play seamlessly in keynote environments, private meetings, and high‑level diplomatic settings. It needed to feel powerful whether viewed by thousands in an arena or a handful of global leaders in a boardroom.