MICROSOFT - LAPTOPS FOR YOUR LIFESTYLE
Product · Fashion × Technology · 2021 · UK → Global
Stopped selling specs. Started selling identity.
Client: Microsoft, Intel, Asus Year: 2021 Market: UK → Global Role: Senior Art Director / Creative Director
4M Global Sales
16M Viewers
95% Full-Page Scroll
1,100+ Sales Opening Week
The Problem
Laptop purchases on e-commerce platforms were impersonal and overwhelming. Microsoft needed to reduce choice paralysis and create an emotionally engaging, personalised shopping journey without
a comparison table in sight.
The Thinking
53% of consumers view their devices as fashion statements. People don't buy laptops for specs; they buy them for identity. The same way they buy trainers. Positioning laptops as style extensions would enhance engagement and drive conversion.
The Idea
Curate six lifestyle personas, including "Rising Star" and "Creative Thinker", and pair each with tailored laptop collections and fashion accessories. Choose by who you are, not what you need.
My Role
End-to-end creative direction, strategic insight, identity personas, fashion shoot direction, scrollable UX, personalised media targeting distinct lifestyle segments, bundled tech-fashion collections. The format I created for the UK became the global template that scaled to 4 million sales.
What This Proves
Technology brands that want cultural relevance don't need bigger budgets; they need a better question. Not "what does this do?" but "who does this say you are?"
Tags
Product · Brand Identity · Fashion Direction · Design Systems · Global Scale · Integrated Campaigns
Credits
Designer: Andrea Tamborini
Senior Art Director: Matthew Swan
Copywriter: Sim LeCompte
Program Manager: Gemma Brydon
Design Technologists: Armand Biteau
Video Production: Neil Coxhill
Amazon Fashion Styling: Thais Altman & Boyd Alexander
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.