Surface for Business
Microsoft’s new line of Surface devices needed storytelling and digital assets for small to medium sized businesses. I oversaw all creative aspects from ideation and concept to delivery of this expansive campaign.
For your eyes only
The new Surface hadn’t been announced or revealed to the public, meaning that the actual devices on set and all members contributing to the project had to work in secure locations with strict protocols in place for review and delivery. Videos and photos we captured required a strict NDA with models and production staff. Our mission was a success! We pulled off the shoot with no leaks of the new products to the media.
Project deliverables
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The team conducted five separate shoots to target different customer segments – small business, education, manufacturing, retail, and executives. Each shoot required a different cast of models, wardrobe selection, and location to give the images an authentic and on brand feel. I oversaw and approved all creative choices.
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For two of our segments – retail and small business – we shot live action footage in between set-ups for still shots. It required meticulous planning to ensure we captured the right scenarios and action to communicate product features and benefits and tell a cohesive and inspiring story.
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Websites, emails, banner ads, and social media posts were then crafted with the images and videos we just shot to deliver a consistent and informative message. These assets wove the narrative of productivity together with the more technical hardware and software specifications.
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Lastly, a polished and engaging set of sales materials empowered Microsoft sellers with the info and offers they needed to close the deal when selling devices in bulk. Battlecards with a “day in the life” story were showcased by sellers on Surface devices when selling Surface devices. Compete synergy.
Foundational photography
The photo and video shoots were the very important foundation to the entire project. If we were successful in getting what we needed on shoot days, it would help the design process of assets go smoothly. Device scenarios and shot lists had to be meticulously planned to ensure coverage of desired messages.
Set days are full of pressure and can be tricky as anything can happen to take the team off course. Technical issues with the devices or cameras, a model’s performance, a location that isn’t working like we planned, can all happen but need to be addressed quickly. There is no “do over” day or second chance.
Trust the process
Making live action stories that bring an idea to life is a passion of mine that can be seen in the two videos on this page. From script to storyboard, or photography to editing – I am heavily involved in the process guiding each step to set up the following one for success.
Write on. Right on!
An online ad campaign helped get the message out, while social media posts were crafted to highlight the Surface Pen – a new way to interact with the touch screen device. Surface users were encouraged to use their new pen to complete sketches depicting lighthearted business scenarios.
