Project Info
As Senior Art Director, I led the Surface campaign from concept to completion, directing both the internal and external creative. Collaborating closely with our writer, marketing, and product teams, we developed immersive, aspirational but relatable stories across five feature videos and multiple social reels that brought the Copilot+PC experience to life—highlighting the new Surface devices and their 2025 colorways through compelling, narrative-driven content.
From pre-production through final edit, I guided the creative direction in partnership with our DPs and external production crew. I developed the storyboards and screen designs, shot lists, location scouting, casting, wardrobe, and styling to ensure a cohesive visual identity. The campaign was launched across Microsoft’s digital ecosystem, including web, social media, and YouTube.
Created in-house for Microsoft, Creative Studio - Consumer Marketing._______
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.
