"Initially, when I made the concept of the Pag-agos video, I had to relate it to Microsoft and the band," says Ancheta. "I kept in constant touch with Armi (lead vocalist) through e-mail until we completed the concept." Pag-agos is about finding oneself in the middle of a conflict. In the end, it all boils down to making the right choice.
Thanks to Windows XP technology, Windows Movie Maker was used to edit the video. "It is very basic, fast and easy just like a Plug N’ Play technology," explains Ancheta. With this program, you can create, edit and share your home movies or videos right on your computer. All you have to do is simply drag-and-drop the video, delete bad shots, and include only the best scenes. Then, you can share files via the Web, e-mail, or CD. Yes, it is as simple as that.
It is no wonder Windows decided to work with Up Dharma Down. The band won the "In The Raw" award in last year’s NU 107 Rock Awards. Plus, their "Fragmented" album hit number one in the Tower Records and Music One charts. Technology is a vital part of their lives as heard in their mature, complex, modern electronic sound.
"We wanted to anchor the project with the Windows Icon campaign," explains Windows product manager Josine Bustaliño. "We chose the band because it is at the forefront. Up dharma Down is a good band to be aligned with, and we wanted to capture that characteristic so that people identify our company with the band."
Windows stands for cutting-edge technology. The Windows Icon campaign puts together not just multiple personalities but people from all ages, different backgrounds and industries.
Bustaliño concludes, "Our main message is, whoever you are, whatever you do, there is something for you. It’s a Windows world after all."