MICROSOFT SURFACE × NVIDIA

Creative Direction · Art Direction · Film · Motion · Digital · AI

Most technology launches focus on what a product looks like. We wanted to show what makes it extraordinary.

For the launch of Microsoft's most powerful Surface Laptop ever, powered by NVIDIA technology, we set out to make an invisible world visible.

The challenge went beyond introducing two new products — Surface Laptop Ultra and RTX Spark Dev Box. It was about bringing a new era of local AI computing to life, transforming extraordinary technical capabilities into something people could see, understand, and desire.

The Creative Vision

Our creative approach was rooted in one idea: Local AI Made Physical.

We looked beyond the polished exterior and explored the extraordinary engineering within.

Intricate circuitry, microscopic structures, thermal systems, processors, and the physical architecture of computing became the foundations of a cinematic visual language.

Every detail was treated with the precision of premium product design. Dark, tactile, sophisticated, and meticulously crafted.

The ambition was to make the internal world of technology as compelling as the product itself.

From Concept to Launch

The work extended across an integrated launch experience, connecting teasers, product reveals, cinematic films, motion design, digital experiences, social storytelling, and creator content.

Working with multidisciplinary creative teams and production partners, including ManvsMachine, we brought together design, storytelling, motion, and CGI to communicate the scale of the innovation.

Beyond the campaign and films, I also collaborated on the art direction of the official Microsoft Surface Laptop Ultra website, helping bring the creative vision into the digital experience and reinforcing the connection between the product's sophisticated design and the extraordinary technology within.

Explore the Microsoft Surface Laptop Ultra website

Generative AI also became part of our creative development process, helping accelerate visual exploration, storyboarding, animatics, and motion experimentation.

Technology accelerated our workflow. Creative judgment shaped the outcome.

My Role

Creative Lead / Creative Director / Art Director

Together with my creative partner and copywriter, Alberto Portas, I co-led the creative development of the project, from the initial concept and campaign narrative to the overall creative vision and execution.

Working as a creative duo, we shaped the storytelling, strategic thinking, and creative direction behind the launch.

My role also focused on leading the art direction, cinematic vision, visual language, and design exploration across the campaign, while contributing hands-on art direction to the official Surface Laptop Ultra website.

Collaborating closely with multidisciplinary creative teams, designers, motion artists, and production partners, I helped maintain a cohesive visual language and a high level of creative craft across every touchpoint.

Our shared ambition was to turn complex technological innovation into something visually powerful, culturally relevant, and emotionally engaging.

The Impact

The launch became one of Surface's most significant social moments.

The Surface Laptop Ultra film generated 11.3 million views on X, becoming the brand's most-viewed post on the platform, while the RTX Spark Dev Box film reached 3 million views.

The broader launch also generated 4.46 million organic creator-content views and substantial growth in Surface and Windows social impressions.

What began as a story about computing power became a story people could see, share, and talk about.

We didn't just reveal a new machine. We revealed the extraordinary world inside it.

Official Product Website: https://www.microsoft.com/en-us/surface/devices/surface-laptop-ultra