WindowsChapter LXI
CHAPTER LXI / WINDOWS
Campaign concept: deadmau5 considers a message in his studio, a Windows laptop open in front of him.

CHAPTER LXI: STEAL THE SHOW

DEADMAU5 DIDN’T
GET HALFTIME.
HE’S GOT OTHER PLANS.

He’s coming to steal the biggest night in football.
Windows gives him the power to pull it off.

Proposed campaign · Scripted premise · Talent to be confirmed

THE IDEA

HE WANTS TO
MAKE HISTORY.

He misses out on halftime. So he turns the game into his studio. A Windows ad airs during that same Super Bowl, telling his story and revealing the track he’s just created.

What will deadmau5 do with all this power?

Campaign concept: a fan sees deadmau5 posting from the NFC and AFC championship games on her phone.

WEEKS BEFORE / SOCIAL

WHY IS HE HERE?

Two weeks before the Super Bowl, deadmau5 appears at both the NFC and AFC championship games. His cryptic posts and fan sightings fuel one question: why is he here?

THE BUILDUP

A PLAN. A PC. SOMETHING TO PROVE.

Campaign concept: deadmau5 tests recording equipment and a music session on Windows in his studio.

After the championship-game sightings, the clues keep coming: a captured sound, a studio session, a glimpse of his Windows PC. He saves the answer for Super Bowl Sunday.

Concept storyboard

Storyboard concept: deadmau5 arrives at the stadium disguised with a paper bag, carrying his laptop.

GAME DAY / THE ARRIVAL

HIS WAY IN.

Bag on. PC under his arm. The ticket scanner becomes his first sample.

Concept storyboard

PREGAME TO FIRST HALF / THE SOUND HEIST

EVERY SOUND IS A SAMPLE.

  1. Concept: deadmau5 hides among jerseys with his Windows laptop and recorder.
    01 / The locker roomHidden among the jerseys, he records the coach’s speech.
  2. Concept: deadmau5 hides behind equipment with his laptop and records a referee’s whistle.
    02 / The whistleBehind an equipment case, he catches the referee’s whistle.
  3. Concept: deadmau5 crouches under a sideline bench with his computer and recorder, beneath the seated players.
    03 / Under the benchUnder the players’ feet, he records the sideline roar.
  4. Concept: deadmau5 hides inside an unbranded cooler with his laptop and recorder.
    04 / The coolerInside a cooler, he records the players and coaches.

Concept storyboard

Concept: deadmau5 turns stadium recordings into a music track on his Windows PC in the stands.

FROM THE STANDS / CREATED ON WINDOWS

THE GAME
BECOMES A RECORD.

The game supplies the sounds.
His Windows PC becomes the studio.

Concept storyboard · Workflow to be developed with the artist

THE WINDOWS SUPER BOWL AD / 60-SECOND TREATMENT

HIS PLAN BECOMES
A SUPER BOWL AD.

Airing during the game, the Windows commercial follows his sound heist and reveals the track he’s just created in the stands.

  1. 01

    The slight.

    No halftime slot. He takes it personally.

  2. 02

    The mystery.

    Two championship-game sightings. The internet asks why. A Windows PC and a recorder hint at the answer.

  3. 03

    The heist.

    Each hiding place adds a new sound.

  4. 04

    The creation.

    While the game plays, he produces the track on Windows.

  5. 05

    The Super Bowl ad.

    His story and the new track premiere in a Windows ad during that same game.

What will you do with all this power?

Pre-shot setup, game-day sound capture and creation. Final track and footage delivered for a rehearsed later-game slot.

Concept: friends watch the Windows ad during a Super Bowl house party. On television, deadmau5 creates on his Surface laptop as nearby fans recognize him and cheer.

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 deadmau5’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: deadmau5 performs his new track from a Windows PC for a packed afterparty.

THAT NIGHT / THE FIRST LIVE PERFORMANCE

THE GAME. PLAYED AGAIN.

He plays the finished record from his PC. Thousands dance to the sounds they heard at the game.

Concept storyboard

THE MICROSITE

HEAR IT. SEE HOW HE MADE IT.

Concept: deadmau5 performs at human scale below a giant LED wall showing a live close-up of his Surface session, with the afterparty crowd and stadium beyond.

The track. The samples. The session that made it. Then cleared stems for fans to make their own mix on Windows.

Concept closing visual · Proposed remix experience

ONE STORY / THREE ACTS

BUILD THE EXPECTATION.
OWN THE MOMENT.

BEFORE THE GAME

The mystery.

Appearances at the NFC and AFC championship games. Fan sightings and social speculation. Clues that lead to Super Bowl Sunday.

DURING THE GAME

The proof.

The sound hunt. The Windows session. The Super Bowl ad and track premiere.

AFTER THE GAME

The performance.

The afterparty. The making-of. Fan remixes.

NEXT STEP

MAKE THE PLAN REAL.

Partner with deadmau5. Confirm NFL access, sample rights and the broadcast slot.

Pre-shoot the comedy. Build the record from pregame and first-half sounds. Rehearse the later-game delivery.

Film the afterparty as the final chapter.

CHAPTER LXICreated on Windows.

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