WindowsChapter LXI
CHAPTER LXI / WINDOWS
Campaign concept: Marshmello considers his next move in his studio, a Windows PC open in front of him.

CHAPTER LXI: STEAL THE SHOW

NO HALFTIME FOR MARSHMELLO. WATCH THIS.

He’s turning the game into a hit.
Windows gives him the power to do it.

Proposed campaign · Scripted premise · Talent to be confirmed

CHAPTER LXI: STEAL THE SHOW

HE’S MAKING
HIS OWN
MOMENT.

He didn’t get halftime. So he turns the Super Bowl into his studio.

A Windows commercial airs during that same game, revealing his plan—and the original track he’s just made from its sounds.

The helmet makes him impossible to miss. His attempts to blend in become the comedy.

Campaign concept: a fan sees Marshmello posting from the NFC and AFC championship games on her phone.

WEEKS BEFORE / SOCIAL

WHY IS HE HERE?

Two weeks before the Super Bowl, Marshmello appears at both the NFC and AFC championship games. His cryptic posts and fan sightings fuel one question: why is he here?

THE BUILDUP

LET THEM HEAR IT COMING.

Concept: Marshmello tests a handheld recorder beside his Windows laptop and recording kit in the studio.

AFTER THE CHAMPIONSHIPSA captured sound. A first beat. Another clue.

GAME WEEKThe Windows sessions. The cryptic posts. The speculation.

PREGAMEHe’s here. The plan is still a secret.

Concept: Marshmello scans his ticket with a Windows laptop under his arm while a gate attendant gives him an amused look.

GAME DAY / THE ARRIVAL

SO MUCH FOR
BLENDING IN.

The ticket scanner beeps.
He hears the first note.

Concept storyboard

PREGAME TO FIRST HALF / THE SOUND HEIST

EVERY SOUND HAS A PART.

  1. Concept: Marshmello’s white helmet gives him away as he records team claps from behind a rack of jerseys.
    01 / The locker roomThe team claps become the rhythm. His helmet is doing a terrible job of hiding behind the jerseys.
  2. Concept: a referee notices Marshmello recording a practice whistle from behind a sideline equipment case.
    02 / The whistleThe whistle becomes the hook. The referee spots the helmet. Marshmello slowly lowers himself behind the case.
  3. Concept: Marshmello raises his recorder among cheering fans as his neighbors recognize him.
    03 / The crowdThe crowd becomes the chorus. He stops trying to hide. Everyone around him is in the record.

Concept storyboard

Concept: Marshmello composes on a Windows laptop in the stands as the football game continues behind him.

FROM THE STANDS / CREATED ON WINDOWS

HIS STUDIO.
THE SUPER BOWL.

Capture. Sample. Arrange. Mix.
The sounds become a track on Windows.

Concept storyboard · Artist workflow to be developed

THE WINDOWS SUPER BOWL AD / 60-SECOND TREATMENT

THE GAME GOES TO BREAK.
HE GETS HIS MOMENT.

Airing during that same Super Bowl, the commercial tells the story of his plan and premieres the track he’s just created on Windows.

  1. 00–08

    The slight.

    No halftime slot. A long look at camera. The smile doesn’t move.

  2. 08–18

    The mystery.

    The NFC and AFC sightings. The social speculation. A Windows PC and a recording kit.

  3. 18–32

    The heist.

    Scanner. Claps. Whistle. Crowd. Each gag adds a sound.

  4. 32–48

    The creation.

    In the stands, the sounds lock together in his Windows session.

  5. 48–60

    The premiere.

    The finished track drops. We hear the game in a new way.

What will you do with all this power?

Pre-shot setup and comedy. Game-day recordings and creation footage. Rehearsed delivery of the final track and edit for a later-game advertising slot. The full track releases with the ad.

Concept: friends watch the Windows commercial at a Super Bowl house party. On television, cheering fans recognize Marshmello as he creates on his Surface laptop, facing the game.

DURING THE GAME / THE WORLD IS WATCHING

NOW EVERYONE’S
IN ON IT.

The ad airs. The track drops.

Concept storyboard

THE RELEASE / WINDOWS ON INSTAGRAM

FROM THE GAME. TO YOUR FEED.

Concept: a blonde fan at a Super Bowl party views a Windows Instagram post announcing Marshmello’s new track made at the game. The post asks, What would you do with all this power? and invites her to watch the BTS film.

Windows shares the track and the film behind it.

Proposed Instagram post
Concept: Marshmello performs with an open Surface directly in front of him on the DJ booth. The large LED wall shows the matching workstation and a full-sized, realistically proportioned Surface laptop in close-up above a cheering afterparty crowd.

THAT NIGHT / THE FIRST LIVE PERFORMANCE

THE GAME ENDS. THE NIGHT BEGINS.

The crowd dances to the game it just watched.

Concept storyboard

BEYOND GAME NIGHT / THE MICROSITE

HEAR THE TRACK.
SEE WHAT WENT INTO IT.

THE RELEASE

Play it.

The full track, ready to stream when the commercial airs.

THE MAKING-OF

Trace it.

From each stadium sound to its place in the Windows session.

THE INVITATION

Make it yours.

Cleared stems give fans the ingredients for their own mix.

THE EXECUTION

MAKE THE PLAN REAL.

THE PARTNERSHIP

Bring him in.

Confirm the scope of the Microsoft partnership. Develop the track with Marshmello’s team.

THE DELIVERY

Rehearse the clock.

Secure NFL recording access and sample rights. Pre-shoot the setup, capture game-day sounds and finish for the agreed broadcast break.

THE RELEASE

Keep the night going.

Coordinate the commercial, streaming release, afterparty and making-of as one launch.

CHAPTER LXICreated on Windows.

CHAPTERS