"THE IRKS OF A DESIGNER" FOR MICROSOFT SURFACE
For D&AD I chose Microsoft Surface as my topic. I was tasked with creating a short film that depicted the "infinite possibility to life" for the brand.
I found that Microsoft was losing sales for the Microsoft Surface range and needed to improve their standing with their consumers by altering negative perceptions. I also found that there was in fact little that was separating Microsoft and its main competitor, Apple, from each other and they both seemed to be heading in the same direction of an aspiring brand. I settled on the campaign idea of contrasting things that irritate designers/creatives about computers to how much easier the Microsoft Surface range makes these issues. It linked to things that designers and creatives whom use a computer can relate to like programs freezing, losing unsaved work or a computer taking a very long time to start up. To match the message I decided to simply call the campaign, "We just make it easier" and the video, "The Irks of a Designer".