Microsoft Windows 8 - "Less Talking. More Doing"

In 2013 I took up the challenge of joining the Microsoft team at CPB LA. As a lifelong Apple fan this was a huge deal. I knew it would't be easy to change devices and embrace the competition but it was a great challenge so I went for it. One of the first campaigns I worked on was the launch of the new Windows 8 devices. As a team of Apple fans we approached this project differently. We saw both sides and were able to be truly objective. Truth was Microsoft's Windows devices beat Apple's iPad hands down. So we had to show this. 

We recruited Siri to bad mouth Apple in our Microsoft Windows 8 Campaign. The idea played into the iconic white demo Apple world but with a twist. It wasn't a familiar Apple Ad you we were seeing it was a Microsoft spot featuring a side by side with the Apple iPad and a Windows 8 device. In each spot Siri fell short to the Windows 8 device. All her imperfections and short falls were on full display against the Windows 8 devices. The campaign sent all the Apple and Microsoft fans crazy. Sales of the Windows 8 devices went threw the roof. The campaign is the best performing campaign in Microsofts history. Thanks Siri ;) 

Turkish Airlines Global Relaunch

While at CPB LA we pitched on the global business for Turkish Airlines. A global relaunch brief to position TA as the biggest airline in the world. We won the pitch. Widen Your World was the overarching idea to showcase the fleet and scale of the airline and it's destinations. We brought this to life by taking the two biggest sports stars in the world and the pop culture phenomenon of "the selfie" to create an epic selfie battle between them across the world. Two iconic brands in themselves taking selfies around the world. It was them like you'd never seen them before and they were playing right into a pop culture habit. We launched with this global film below. We then also created "selfie" OOH and digital billboards that ran globally. Showing the stars all over there world taking selfies. The spot has over 146 million views on YouTube and was recently voted YouTube's Ad of the Decade. Making it the most viewed commercial online in history.

The film was shot by Joseph Kahn and print and OOH photographed by Michael Muller.

http://www.adweek.com/news-gallery/advertising-branding/youtube-crowns-its-ad-decade-165137