brand: Microsoft

Laptops Designed by Microsoft

We developed the strategy and oversaw the execution of this 360-degree, cross-channel, and cross-platform campaign, designed to reintroduce Microsoft Surface to the marketplace through a narrative and brand story that juxtaposed innovative product design with the stories of the people who use the devices. Featuring shareable social content and experiences that balanced the human experience with the features and benefits of Surface Pro 9 and Surface Laptop 5, the campaign drove growth, consideration, and conversion for Surface by reaching and engaging consumers at relevant, high-impact touchpoints across the funnel—connecting Microsoft products to customer needs.

Designed by Microsoft, Made for you.

This campaign was anchored by a 10-part digital series designed to showcase both the product and user story of Surface through A-side | B-side storytelling told at the intersection of the feature, benefit, and human narrative. Through behind-the-scenes features at the Microsoft Design Lab and featured stories with influencer talent including Imani Ellis, Remy Park, Goldie Chan, Sebastian Curi, and Zeena Shah, the series juxtaposed the premium craft that goes into each Surface device with true-to-life human stories highlighting how Surface benefits users and creating an emotional connection between the brand and the consumer.

side a

Designed by Microsoft…

An in-depth, behind-the-scenes look at the rigorous engineering and decision process that goes into each key feature, spotlighting the beauty and world-class craftsmanship of Surface devices.

Typing, designed by Microsoft.

side b

Made for you.

The stories of the Surface user, highlighting the people and the everyday moments of life—and in work—that Microsoft Surface fits effortlessly and seamlessly into.