Never having worked with NA Collective before, Microsoft approached us to share a creative approach to launch their new product Microsoft Teams. As the lead creative, we sculpted our pitch around the idea that it takes a million little pieces to create one huge success, the power is in the details. My original idea was to set the launch event on the assembly line at Boeing in Seattle where you can physically see 27 million pieces build an aircraft – the ultimate example of teamwork. While they fell in love with the concept, we ended up designing a set on Microsoft's campus that embodied teamwork. We achieved this by seating everyone on wooden cubes, whether they were a CEO of a major company or assistant producer, everyone was on the same level seated in a circle and leaning into the conversation while the presentation was live streamed.
March 2017 // Experiential