Social campaign for Microsoft
When I was an Associate Creative Director at T3, we conducted a series of camera tests for Microsoft’s Windows Phone to prove which smartphone takes the best low-light photos – as part of a #TimeToSwitch social campaign.
We turned the results into animated GIFs—making the proof instantly sharable.
It was the first time GIFs had been used for a competitive demo.
All photos were taken with default settings under the same lighting conditions without a flash. None were retouched.
Behind-the-scenes videos also fueled the conversation between doubters and fans.
The campaign generated a 5% increase in daily comparative conversations against the iPhone and Samsung Galaxy.
Original storyboard sketches presented to our clients.
Client: Microsoft
Agency: T3
Copywriter: Scott Rostohar
Art Directors: John Livingston and Troy Anderson
Social Strategists: Marshall Wright and Yola Blake