At Cannes Lions, Microsoft announced a new wave of prototypes it has developed with agencies like BMB, Razorfish, Rooster Worldwide, UM, and VML and brands like All Saints clothing, Mercedes-Benz USA, Vans Shoes, MasterCard and Dell. One, created by BMB, fuses brand identity of All Saints clothing with the aesthetics of a traditional fashion shoot or TV spot within the Windows 8 app.