Creative Commerce
Microsoft Laptops for Your Lifestyle: Where Tech Meets Fashion
People don't buy specs. They buy something that looks like them.
We styled laptops like outfits: lifestyle personas, matching accessories, curated with Amazon Fashion. 95% of visitors scrolled the entire page, and the format went global.
Microsoft | Intel | Asus | UK | 2021
Senior Art Direction · Interactive Page · Personalisation · Fashion · Commerce
We shot B-roll and scenes, creating video adverts across Amazon.
Hero group shot, created for use in the media. Photoshop used for this, as they were all shot separately.
Six separate media drivers, all tailored for the different audience segments.
Hero image customers discovered within the hero brand store on Amazon.
Behind the scenes of the shoot.
Motion frames curated for the Brand Store.
Media and Landing experience snapshot.
Mobile frames of the user experience we created, customers were able to shop the look and the laptop.
The colors used were really powerful, uplifting the laptop category.
Video advert, created for use on Fire TV and across social channels.
Challenge
Laptop shopping on Amazon means endless options, an impersonal page and instant choice paralysis. Microsoft needed an experience that felt emotional and personal, tied to style and lifestyle rather than a spec sheet.
Insight
53% of consumers view their portable devices as fashion statements. Laptops were being sold as hardware, when people treat them as part of how they look.
Idea
Laptops for Your Lifestyle. We developed lifestyle personas and paired them with curated laptops and accessories through Amazon Fashion, starting the experience with who customers were rather than the spec sheet.
My Role
Shop for a laptop the way you shop for a look.
"Laptops for Your Lifestyle" combined Microsoft's audience insights with Amazon Fashion. We built lifestyle personas like "Rising Star" and "Creative Thinker", and styled each one with a laptop, accessories and fashion pieces to match.
One scrollable Amazon page showcased every collection, with data-driven targeting to reach each segment. Find your persona. Find your laptop.
The first campaign to bring laptop shopping and fashion accessories together on Amazon.
Impact
16 million unique viewers across platforms
95% of visitors scrolled the entire page
0.34% CTR on the "Rising Star" persona
1,100+ laptops sold in the opening week
Scaled globally: 4 million total sales across subsequent campaigns
People
Senior Art Director: Matthew Swan
Designer: Andrea Tamborini
Copywriter: Sim LeCompte
Program Manager: Gemma Brydone
Design Technologist: Armand Biteau
Video Production: Neil Coxhill
Amazon Fashion Styling: Thais Altman & Boyd Alexander