Brand Journalism
Project type Omnichannel campaigns
My role Art Director
Year 2010
Agency JWT
Awards Cannes Titanium Bronze, D&AD Wooden Penci
Microsoft needed to show how their tech actually drives efficiency across every industry—not in theory, but in practice. I worked on several campaigns that tied specific products to real-world outcomes and made that connection feel useful, not salesy. The case study video below shows how we built a creative strategy for the one audience that hates being marketed to the most: the tech geeks
The work went on to win a Titanium Bronze at Cannes and a Wooden Pencil from D&AD.
IT Feud
Because the Microsoft campaign was aimed at IT decision makers, we came up with a concept that put two companies’ IT departments head-to-head in a Family Feud–style showdown. We even planned to shoot it in Vegas. The producer went all-in—found a mobile Family Feud set (yes, that’s a real thing)—and then Microsoft killed the idea at the one-yard line. All that remains is this comp from the pitch deck I made. RIP.
