Microsoft Surface
Original By Design
Brief
Redefine Surface as a meaningful tool for creativity — not just a computer and its features.
Idea
Surface empowers people to explore and design their own originality. With cutting-edge tools and bold technologies, Surface give creators the power to push beyond what they thought possible and share it with a global community of makers. We are original by design.
We partnered with four real Surface creators—Deadmau5, Martellus Bennett, Cache Bunny, and Brooke Shaden—to explore what originality means to them. Each shared their creative process and then “paid it forward,” inspiring the Surface community to craft their own unique expressions of originality.
My Role
I led the campaign from strategic concept through full execution. I oversaw the creation of the films, defined the visual language and brand tone, and the design of the parallaxing microsite—ensuring every element reflected the campaign’s core idea: empowering originality.
For the full interactive experience click here
Social Videos
Product Photography
UGC Sweepstakes
We invited our social following to submit their own original creation to be judged by our four creators. Normally UGC doesn’t work but in this case we had hundreds of amazing submissions.
Creator Profiles
Each of our influencers got their own custom landing page carefully crafted to reflect their unique creative expression.
Social
To expand on the campaign we asked our four creators to co-create one piece of content. Each person blindly inspiring one another. Here is the case study shared to social.