Brand Journalism
Microsoft wanted to communicate how all of their tech offerings delivered on efficiency no matter the vertical. I worked on a few different campaigns that highlighted specific products and how they tethered to efficacy. The case study video below captures how we holistically modeled our creative strategy around communicating with a target that was notoriously skeptical to any kind of marketing: tech geeks.
The campaign ended up scoring both a Titanium Bronze from Cannes and a Wooden Pencil from D&AD.
Agency
JWT NY
Year
2010
My Role
Art Direction
Campaign Development
Design
IT Feud
Since the Microsoft campaign was largely based on reaching IT decision makers, we had an idea to pit one organization’s IT department against another in a riff off Family Feud. We were going to film it in Las Vegas. After the producer did all the legwork and actually tracked down a mobile Family Feud set (apparently this exists), Microsoft pulled the plug. This comp from the pitch deck I made is all that survives.
