PROJECT

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Microsoft Surface

ROLE

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Creative Direction

Concept Design

Art Direction

Design

Team Creation

Team Leadership

Project Management

Pipeline Creation

Custom Tools

SYNOPSIS

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While serving as Creative Director for a multi-year Microsoft retainer, the team and I were able to influence and evolve the Surface brand towards luxury. The creative exercise strengthened the client/vendor relationship, and after that important brand evolution, we were then able to make informed suggestions on how to adjust existing brand language to build a foundation for future product launches. 

OVERVIEW

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Creating content for Surface product releases involved CAD files, a team of 3D artists, designers, animators, and programmers. We would divide and conquer by working in parallel. Design and animation would work with proxy renders while the 3D team would focus on finalizing and streamlining each 6K+ shot required for the projects.

Overseeing multiple teams working towards the same goal, it was essential to maintain a top-line perspective to ensure the output generated by each team aligned with overall project needs and fit together seamlessly.

OVERVIEW

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Each product release was a significant undertaking. The collage of projects above reveal the depth of content created over the span of the account. Subpixel alignment was required as each asset would be enlarged by a factor of 4, with any issue getting magnified during final display. Systems and workflows were created to lock alignment into place, which led to the point where we were in a position to QA the client's master systems for pixel accuracy. 

TM™

Jason Salo

Husband. Father. Friend. Creative.