Microsoft commissioned Colossal to hand paint a slow-reveal campaign for their Surface tablet release.

Street art installations emerged from New York to Los Angeles, with it being initially unclear whether Microsoft was responsible for the murals. Week after week, each additional layer revealed further hints about the tablet. At last, the Microsoft logo appeared in the final stage.

The campaign was commemorated with a hardcover book titled Beneath the Surface, gifted to Microsoft for entrusting Colossal to execute this bold marketing approach.

 

 

 

 

 

 

*Full disclosure, Colossal’s painters were too busy to be interviewed so their stories come from my imagination*

credits

design: Sally Thurer

photography: Jay Maldonado

copy: Tom McNaught

 

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