MICROSOFT: ODE TO THE COMMUTE
Microsoft approached us with the task of conceptualising the creative content for their ‘Ode to the Commute’ campaign for the Microsoft Surface Pro 4, in which we were given free reign on creative direction. The goal of the campaign was to build on the positioning of the Microsoft Surface Pro as a powerful creative device for professionals and creatives on-the-go. The idea stemmed from recent studies, which revealed that people in the UK found that the daily commute sparked their creativity, and were more than three times as likely to feel inspired when out and about than in the workplace. The creative objective was to showcase what the Surface Pro can achieve when combined with the most creative and curious minds.
We created a three-and-a-half-minute film, joining forces with Spoken word artist, Suli Breaks and high-profile composer and software developer, David William Hearn, in creating ‘Ode to the Commute’ a poem set to music, encapsulating the hidden perks of the London commute and how it can ignite a commuter’s creative flame.
Staged in London, the entire creative was produced over the course of a day using the Microsoft Surface Pro 4 laptop. Championing artists added to Microsoft’s credibility and made the firm association between the Surface Pro and creative craftsmanship.
