THE INTRO
Surface wasn’t just a product launch. It was a statement.
Microsoft needed to show up at scale and establish Surface as a premium, design-led device in the real world.
THE CHALLENGE
The product was new. The perception wasn’t.
Surface needed to break through entrenched expectations of Microsoft and signal something different, modern, elevated, and design-forward.
THE APPROACH
We focused on presence.
Bringing the brand into high-impact, real-world environments where scale, craft, and visibility could shift perception quickly.
THE WORK
Led national outdoor and print execution across major markets.
Large-scale OOH placements, including Times Square
Print and environmental executions across key launch markets
Visual system designed to feel premium, minimal, and unmistakable
The work emphasized design, form, and product simplicity, allowing Surface to stand apart from traditional tech advertising.
MY ROLE
Creative leadership across concept, execution, and rollout, ensuring consistency and quality at scale.
THE RESULT
Surface launched with a clear, elevated presence in market.
The campaign helped establish Surface as a premium, design-forward product and marked a shift in how Microsoft showed up visually in the world.
