Eleven walls and multiple hand paint productions—all with less than a month turn around time. This was the task to be completed by Colossal for an unidentified client. The suspense was high. Not until the art was delivered and the production commenced was Colossal informed that the client was Microsoft for the soon-to-launch Surface Windows RT-powered tablet.
The art was simple yet powerful. Colossal first painted unbranded boxes. This initial hand paint production elicited curiosity from passersby. A few days later, the word Surface was painted in the first box of all walls. With just the word Surface painted, consumers paused and took notice of the street art that lacked the usual advertising message. Finally, Colossal returned to the walls and painted a keyboard within the second box. The messaging was complete, but still with no tag line or copy. Microsoft truly embraced an artistic approach to driving awareness for the Surface tablet.
These images capture the artisanal spirit of the campaign and the journey of the Colossal crew who worked on the project. The campaign gained attention across the web on sites like Geekwire, The Verge, CNet, and more.
As a surprise for the client we produced a book called Beneath The Surface about the campaign.