Surface Anything But Ordinary

Going beyond the field

In 2019, Microsoft Surface launched the "Anything But Ordinary" campaign featuring NFL stars JuJu Smith-Schuster, Travis Kelce, Von Miller, Marshawn Lynch, and Myles Garrett, highlighting their unique qualities on and off the field.

Content with breakout potential

The campaign showcased these athletes' passions, personalities, and business ventures, emphasizing how Surface supports their originality. It included long- and short-form videos, GIFs, a TikTok challenge, a side-scrolling video game, and events during Super Bowl 54 in Miami.

Surface takes center stage

The campaign introduced the Anything But Ordinary Player of the Year award, presented live at the NFL Honors show, with fan participation via Twitter votes for extraordinary teams and players.

The campaign was extensive, featuring digital ads for 31 NFL teams, OOH experiences in Times Square and LA Live, and promotional assets online and in-store. It engaged fans with interactive experiences, a voting website, a video game, and branded Piaggios in Miami.

Role: ACD, Writer

Team: John O'Connell (CD, ECD, Director), Christopher Shults (AD), Avery Harrison (CW), Ryan Seibold (CW), Matt Allen (MoGraph)