Earlier in 2015, one night in McCann I brought up the idea of using nothing but Surface to create an ad for Surface. Surface would be the instrument making the sounds, and the commercial would be edited on a surface. It is an edgy idea of course, so I showed an old work of mine to my coworkers.
It was Red Symphony:
Immediately, while showing the video I started thinking how I can make an example video. But this time around, I wanted to make it sound a bit better, so I asked for my good old drummer friend Elijah Wood‘s help. Luckily he was in town, so 3 hours later, we were setting up our DSLR cameras, living room lights and microphones in my living room.
After 6 hours, Elijah and I have created an example video of what we envisioned this commercial be like.
Next morning, we reached out to our client Microsoft with this example video, and they thought this was the final finished video. Of course, understandably Microsoft wanted to pack the commercials with features of the devices rather than using them as just percussive instruments. Feeling great about the project, they’ve decided to move forward with the production of a couple of these videos, loaded with all the best features of Surface Pro.