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 4) to research and explore a possible solution for the project. I was responsible for creating concepts and shaping the direction of the campaign. In further iterations of the campaign, I acted as Art Director, overseeing two designers delivering the campaigns.
Background
Microsoft Surface was trying to gain market share and compete with Apple in the premium sector.
Goal
Develop a look and feel for the upcoming marketing campaign for retail that makes the devices more desirable.
Challenge
At the time, the Surface brand was undergoing many changes. The retail team was looking for a new approach to presenting the devices. We made a series of visual studies and developed a branding approach suitable for the premium sector.
Solution
Our team made a photoshoot study that became the groundwork for developing Surface’s new look and feel. Also, we defined the overarching approach to photography. We recommended going away from soulless renders and moving towards a more humane approach with subtle lighting, highlighted textures, and sleek lines of the devices. The delivered marketing materials ranged from in-store print pieces to digital and evangelism assets. The results could be seen in retail stores worldwide.
