Microsoft Surface
Original By Design
AGENCY: HIJINX
MY ROLE: ACD // CREATIVE DIRECTION // WEB DESIGN // VIDEO PRODUCTION // POST PRODUCTION
Brief
Redefine Surface as a meaningful tool for creativity — not just a computer and its features.
Idea
We turned the four squares of the Microsoft Surface logo into a symbol of creativity, exploration, originally and inspiration. We filled them with real Surface creators—Deadmau5, Martellus Bennett, Cache Bunny, and Brooke Shaden—and asked what originality and creativity meant to them. They shared their POV and invited their community to share back their own creations via our online UGC portal.
RESULTS: 26M video views | 1300+ UGC submissions | 201M organic impressions | +10% consideratrion | +13% purchase intent | +14 advocacy | ADDY GOLD
Social Videos
Surface Originals Contest
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 1300+ amazing submissions.
Project Inspire
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.
Each of our influencers got their own custom landing page carefully crafted to reflect their unique creative expression.
Creator Profiles
For the full interactive experience click here
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