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.
Copywriter: Scott Rostohar
Art Directors: John Livingston and Troy Anderson
Social Strategists: Marshall Wright and Yola Blake