/07 Microsoft
↓ Surface Copilot +
Film
Launching The World’s First AI-integrated Devices.
→ Concepting
→ Creative Direction
→ Script
→ Creative Direction
→ Script
More than a film, this campaign needed to launch an entire new product category and convince 21 million undecided people on the fence to switch
to Microsoft.
In the not-too-distant past, Windows had a 92% market share; today, it sits at 57%.
to Microsoft.
In the not-too-distant past, Windows had a 92% market share; today, it sits at 57%.
Inspired by the insight of Un-hustle culture - seeking ways to accomplish tasks efficiently, allowing more focus on personal passions - our campaign aimed to speak directly to the millions
of users on the fence.
After fiding the common ground between them, we leveraged running and productivity, their number one passion and pain point to create our story.
of users on the fence.
After fiding the common ground between them, we leveraged running and productivity, their number one passion and pain point to create our story.
