To celebrate its 10th year, Microsoft Surface unveiled a new brand platform, Original by design, that at once celebrated its heritage of innovation while also shining a spotlight on the people who use Surface to stake their claim as true Originals.
Microsoft Surface is a testament to original thinking. It was the first PC to offer a detachable keyboard, an integrated kickstand, and inking via the Surface Pen. All finished in sleek form factors and colors that set new standards for PCs to come. And when this level of commitment to craft and originality is built into a product, there's no limit to the the creativity that will come out of it.
With insight in hand, we created a year-long campaign that celebrated the Originaly by design by exploring the never-ending cycle of creativity and inspiration. Featuring electronic music pioneer deadmau5, breakout visual artist cache bunny, Martellus Bennett, and Brooke Shaden, we created a video series that explored their relationship to creativity, originality, and inspiration. And to prove that creativity inspires originality, we challenged cache, Martellus, and Brooke to create something new by building off what came before, while deadmau5 provided his stems to an upcoming track and encouraged music fans to make the track uniquely their own.
Original by design embraces the open-ended nature of creativity. But because there are so many apps, channels, and platforms to express oneself, it’s easy for that content to get lost in the shuffle. We made sure this didn’t happen by creating a web experience that was equal parts creative, innovative, informative, and of course, inspirational. Starting with the iconic four-square Surface logo, users scolled into a rich, parallax site that showcased all of the campaign’s video content, short bios of featured creators, and more. Inspired users could also add their oringality to the mix by posting their creativity to Instagram and see it featured alongside other creators from around the world.