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Austin, TX
United States

The studio of Brian Thompson. Freelance copywriter and creative director. I build brands with words and lasers. 

Windows Phone

While an Associate Creative Director at T3, my team was responsible for the strategy, content, and management of Microsoft's social channels for Windows Phone. As part of a #TimeToSwitch campaign, we conducted a series of camera tests to prove which smartphone takes the best low-light photos. 

We turned the results into animated GIFs—making the proof instantly sharable. It was the first time GIFs have been used for a competitive demo. 

Behind-the-scenes videos also showed the proof to doubters and and fans. 

All photos were taken with default settings under the same lighting conditions without a flash. None were retouched.

The campaign generated a 5% increase in daily comparative conservations against the iPhone and Samsung Galaxy.

Client: Microsoft
Agency: T3
Copywriter: Scott Rostohar
Art Directors: John Livingston and Troy Anderson
Social Strategists: Marshall Wright and Yola Blake

SEE NEXT CAMPAIGN