Creative Execution

We teamed up with a digital art group to create the interactive art installation, “Flowers and People” which was featured at the Kunisaki Art Festival in an area known for its fields of wild flowers. Through features only available through Microsoft technologies like Surface Pro 3 and DirectX, we were able to create a digital experience of the area’s flowers, simultaneously processing and rendering their bloom cycle, ensuring every minute was a unique experience. Sensors provided interactivity, encapsulating man’s relationship with the unpredictable force of nature.

The installation attracted 60,000 people in Kunisaki and has been made a permanent exhibit. It has toured Tokyo, Singapore, Hong Kong and New York bringing life to more than 500 million flowers to date! In Tokyo alone, more than 300,000 people have attended thus far. Earned media included three top TV programs, coverage in three magazines and more than 61 online media amplified the event with a media budget of ZERO. “Mac Fan” Magazine published an article on Microsoft Windows and Devices and told its 100K readership to forget their iPhones and go see the true creative capabilities of Microsoft.

Objective Transform consumer perceptions of Microsoft Windows OS and consumer devices, showing that the brand’s strength extends beyond productivity, and enables limitless creativity. Insight Consumers did not associate Microsoft with innovation and is a strong purchase driver for consumers considering both hardware and Operating System. We needed to create an experience that showcased creativity on the platform in an extraordinary way. Idea Create an interactive art installation that demonstrates innovation and creativity possible only through Microsoft technologies that transforms perceptions of the brand.