Being an avid fan of Microsoft’s products, in particular Windows 10, as soon as I saw the Microsoft surface brief in this years D&AD New Blood awards page. I was interested.
After looking at the brief, a few key pieces of information really struck me, which included “Microsoft and Microsoft Surface mean infinite possibility” “New ways to create, collaborate, and the power to achieve” “Immersive, emotive, magic” “Infinite creative possibilities”.
Taking these what I deciphered to be the main points of this brief on board, I started to generate multiple concepts along with researching into the ethos of Microsoft surface, of which I whittled down to this:
Showing off the power harnessed by the Microsoft Surface line of products whilst keeping an audience engaged.
The idea put simply was creating and showing traditional based media scenes and linking them all to the Microsoft Surface line, through a thread which was sparked by the idea of infinite creative possibilities amalgamated with there being threads in central processing units in all machines. And through this purveying that every form of traditional design, media and craftsmanship can be recreated using the powerful line of Microsoft Surface products.
The idea behind this project was to create an immersive, evoking, eyecatching and thoughtful piece of animation, and turn it into a multi faceted campaign, that works on multiple levels, on multiple platforms,
whether it be traditional TV advertisements or based on social media and digital billboards.
Design & Direction: Owais Javid
Audio: Mount Audio
Framed Drawing: Saleema Akhtar
Robot Drawing: Jonny Clementson