Surface marketing campaign
2016
Microsoft Surface
Art Director
My Impact
As one of the first projects I worked on at the agency, I started as a lead contributor in a team of four, researching and exploring potential solutions. I was responsible for creating concepts and shaping the campaign’s direction. As the project evolved, I transitioned into the Art Director role, overseeing two designers to ensure the successful execution of the campaign.
Background
Microsoft Surface was working to gain market share and compete with Apple in the premium sector. Since Surface was a new device, it needed a compelling brand presence that would resonate with high-end consumers.
Goal
Develop a visually distinct and aspirational marketing campaign for retail that enhances the desirability of Surface devices among the target customers.
Challenge
The Surface brand was undergoing significant transitions, requiring a fresh perspective on how to present the devices. The retail team sought a new approach to branding and visual storytelling. Our team conducted multiple visual studies to develop a marketing direction that aligned with the premium positioning of the brand.
Solution
Our team conducted an in-depth photoshoot study, which became the foundation for Surface’s new visual identity. Instead of relying on technical product renders, we introduced a more human-centered photography style that emphasized natural lighting, rich textures, and the sleek design of the devices. This approach highlighted the premium nature of Surface while making the products feel more approachable.
The new visual direction was applied across multiple marketing touchpoints, including in-store print materials, digital campaigns, and evangelism assets. The results were implemented in retail stores worldwide, reinforcing Surface’s position in the premium device market.
