Microsoft Surface

When BUCK’s frequent collaborators at Microsoft needed a campaign for their new Surface laptops, we conjured up some visual metaphors and packaged them into a smooth, ASMR-style film. The goal was to capture the features of Microsoft’s Surface through natural and organic.

elements that appeared as a mix of both technological and raw materials. The blend of 3D and live action gave us the freedom to explore this mix as we composed abstract, magical moments in the design process.

It was also an exercise in editorial storytelling informed by the designs and visuals. We turned over every visual stone, looking for exciting ways to cut and transition through shots and keep the story moving, focusing on the product’s features.

Everything fell into place when we hit upon the theme of “spectrum lighting” and a color play. This design theme became the connective tissue throughout the film, representing the distinctive energy of the Microsoft product.

It was also an exercise in editorial storytelling informed by the designs and visuals. We constantly looked for exciting ways to cut and transition through shots and keep the story moving, focusing on the product’s features.

Divining the best interpretations of the product’s features required iteration and lots of it. We spent oodles of time on design and R&D to develop the best way to showcase and explain each feature. Design, animation, and rendering went hand-in-hand, refining until delivery.

Team

Creative Director              Dan Gregoras

Associate Creative Director Guillermo Zapolia

Producer Adam Hughes

Associate Producer Chloe Soares

Head of 3D / 3D Supervisor Bill Dorais

Art Director Chris Phillips

Storyboard Tucker Klein

Design Auron Luxe Hogan Williams Johana Kroft Nachei Sanchez Tom Moore Will Burkart

Compositing Carl Mok Jeff Billon Tamir Sapir

3D Animation Auron Luxe Hogan Williams Nachei Sanchez Will Burkart

2D Animation Bran Dougherty-Johnson

Editor Cameron Kelly