Project Info
As the Sr. Art Director, I led this Surface campaign from end-to-end, both internally and externally, working closely with our writer, marketing and product teams to craft 5 feature videos and several social reels consisting of engaging narratives that bring a Copilot+PC experience to life while showing off the new Surface devices and colorways for 2025.
Leading the work through production and editing, I worked closely with our DPs and external production crew to craft the storyboards, shot list, location, casting, wardrobe and styling to create this campaign across Microsoft's web and digital channels, social and on Youtube.
Created in-house for Microsoft, Creative Studio - Consumer Marketing.
Created in-house for Microsoft, Creative Studio - Consumer Marketing.
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MICROSOFT
Creative Studio Director: Samuel R. Clarke
Sr. Art Director: Michelle K. Lin
Producer: Sophia Aymond
Writer: Justin Pedone
EXTERNAL
Photographer: Alvin Y. Kim
Directors: Ryan Chann, JD Hudson
DP: Josh Hill
Editor: Benji Thompson
VFX: United Posthouse
Feature Campaign Videos
The On-the-Go-Getter
Features: Photos - Restyle, Arc mouse
Alex is a college student who seamlessly bridges his digital and IRL interactions. He's constantly on-the-go, bring their devices with them - whether he's working on coursework or his multitude of personal side projects.
The Ambitious Student
Features: Click to do, PowerPoint
Emma is active, eager and ready to take on the world. She's a college student passionate about using technology to bridge her love for fashion and protecting the environment.
The Non-Traditional Professional
Features: Copilot Voice, Inking, Outlook, Pen, Kickstand
Joseph is focused on building new opportunities and using their device outside of the traditional work environment. As a food content creator, he needs a device with AI capabilities to give him an edge in this overly competitive market.
The Digital Nomad
Features: Paint - Generative Erase, Pen
Marlene is constantly on the go and loves a device that adjusts to her multi-hyphenate lifestyle. To her, tech is the medium to give her the success she needs, no matter where she is.
The Multi-Device Maverick
Features: Paint, Minecraft, Prime Video, Pen
Kristina is a freelance comic book illustrator, and for her, one device is never enough. From her laptop to tablet to her phone, she needs them all to work seamlessly together to help her stay inspired and motivated throughout the day.
Select Photography
A collection of photography used across advertising.
Social
The biggest platform chosen to market this campaign is across social to target our younger audience. These videos, photos and assets can be found across Surface's Youtube and IG channels.
