Microsoft Seeks Unity This Holiday by Gathering Activists of All Stripes for an Art Project

The making of 'The Art of Harmony'

Headshot of Angela Natividad

It's been a divisive year. In the interest of making unity a thing again, Microsoft just released "The Art of Harmony," an uplifting piece of work that features real people, from a diversity of cultures and roles, joining forces to create a piece of public art. 

Participants include:

• Joel Artista, an artist, educator and social change advocate who uses community-based public art to express messages of goodwill

• Child activist Zianna Oliphant

• Florida police officer Bobby White, better known as the "basketball cop"

• West African refugee and artist Hawa Diallo

• Jazz Jennings, the youngest person to publicly identify herself as transgender

• Zea Bowling, a first-grader who stood up to hate when the Supreme Court ruled for same-sex marriage

• Christopher Catrambone, founder of the Migrant Offshore Aid Station

• Mona Haydar, an activist best known for her "Ask a Muslim" stand, which offers passersby free coffee and donuts

Below is the 1:43 video from m:united//McCann. The work features short, powerful statements from participants, snippets of scenes that define their unifying roles, and shots of them using Microsoft products to build the final art piece that crowns the ending. 

The work builds on Microsoft's "Spread Harmony" campaign. Last year, in the same spirit, Microsoft buried the hatchet with Apple by singing "Let There Be Peace on Earth" at the latter's flagship Fifth Avenue store in Manhattan. 

"Art of Harmony" will run this holidays online, on TV, via out-of-home and on social, across Microsoft's many supports—including Bing, Twitter, Instagram, YouTube and Facebook. A "Facebook Badge" will enable people to create profile pictures with art from the spot. 

Also check out the 60-second version here.


Client: Microsoft

Kathleen Hall – CVP, Global Advertising & Media

Deana Singleton – GM, Global Advertising

Stacey Terrien – Director, Global Advertising

Jenny Leahy – Director, Social

Erin Friedman – Director, Global Advertising

Dawn Novak – Senior Manager, Global Advertising

Ashley Anderson – Manager, Global Advertising

Sally Richardson – Manager, Social

Agency: m:united//McCann

Sean Bryan – Co-CCO

Tom Murphy – Co-CCO

Daniela Vojta –Executive Creative Director

Susan Young –Executive Creative Director

Jim Hord –Executive Creative Director

Daniel Kim – Creative Director

Todd Brown – Creative Director

Chris McMurtrey –Creative Director

Scott Higgins –  Creative Director

Roberto Baibich – Creative Director

Nick Ciomperlik – Associate Creative Director

Susann Goerg – Associate Creative Director

David Cappolino – Copywriter

Julie Koong – Art Director

Alicia Foor – Art Director

David Cliff – Director of Creative Technology

Aaron Kovan –Director of Integrated Production

Jeremy Adirim – Director of Interactive Production

Melissa Tifrere –Senior Producer

Mel Senecal – Senior Producer

Rebecca Magner – Producer

Charlotte Popper – Interactive Producer

Eric Johnson – Executive Integrated Music Producer

Sam Belkin – Music Coordinator


John Dunleavy – President

Kevin Nelson – Managing Director

Tina Galley – Executive Account Director

Michelle Kiely –Director of Strategy

Sarah Keiber – Group Account Director

Stella Warkman –Director of Project Management

Todd Sussman – Group Strategy Director

Courtney LeBlanc – Account Director

Maria Villena – Account Executive

Ellie Choi – Account Executive

Alex Cho – Account Executive

Jessica La Torre – Project Manager

Production Company

RSA Films

Director: Jake Scott

Producer: David Mitchell

Director of Photography: Chris Soos

1st A.D.: Howell Caldwell

Line Producer: Jason Groves


Rock Paper Scissors

Editor: Biff Butler

Assistant Editor: Mike Shugarmen

Executive Producer: Eva Kornblum

Producer: Lisa Barnable


The Mill

Executive Producer: Melanie Wickham

Producer: Katie Kolombatovich

Lead Flame Artist: Barnsely Wood


"Beauty in the World" by  Macy Grey

Audio Mix

Sonic Union

Mixers: Mike Marinelli

Sound Director: Justine Cortale


The Mill

Fergus McCall

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: December 6, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT