Miniac Films Director John Christopher Pina Directs Film For Microsoft Office 365 Ink.
Nothing really compares to the classic pen and paper. The simplicity of ink on parchment makes everyday life and work easy and concise. We use a pen and paper almost everyday to jot down a note, make a list or even sketch a design. Nothing really compares to the classic pen and paper, that is, until Microsoft Office 365 Ink.
Microsoft Office 365 wanted to create a way for their users to have access to the simplicity of pen and paper digitally. Ink was Microsoft’s solution. Microsoft Office 365 Ink’s software allows users to draw and write with their finger, a digital pen, or a mouse on a touch device. Ink has transformed a touch device into a virtual notebook to make work and life simpler.
To produce their promotional campaign, Microsoft Office 365 teamed up with the Los Angeles and New York based production company, Miniac Films. Miniac Films is a hybrid production company and creative shop that specializes in creating dramatic narratives with high production value. Miniac Films director and co-founder, John Christopher Pina, directed the campaign.
Pina started as a music video director, directing videos for top pop artists like John Legend and Kanye West, but quickly moved into the commercial world. Pina is widely known in the commercial world for his lively yet emotive narratives. Pina frequently works with the German sportswear company, Adidas, which has won him a Canne Silver Lion, for the 2018 film for Futurecraft 4D, and a Clio, for Climachill: Not Made For Normal. His work offers a fresh yet urban feel that greatly compliments Microsoft’s brand.
Pina wanted to show real people who can benefit from Microsoft’s Ink software. Pina’s story centered around three people, an artist, a businessman and an architect going throughout their daily work routine with the help of Microsoft Office 365 Ink. Pina wanted to keep a lighthearted tone while highlighting how each person integrated the software into their work. Pina brightly colored the film and layered an instrumental mix over the voiceover that detailed the various features of Ink. In every shot we were able to see Microsoft Ink at work. Pina made sure to highlight how the Ink software is incredibly user friendly and how Ink allows for our creativity to flourish.
Check out the full film here.