Microsoft's Lumia was losing market share quarter after quarter. It was clear that their phones were never going to be as cool as their competitors, but they could lean on a better price and a feature set that aligned with a working America. I led the team to create a clever campaign to tap into a new demographic. These banners (the elevator pitch of paid media) were created to show the campaign's direction. They went in another direction, and you probably know the rest of the story.

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