THE BIG PICTURE
Cloud adoption is expensive, time-intensive, and filled with ambiguity for small and medium sized business. Microsoft created a product-agnostic plan to help remove the fear and uncertainty around moving businesses to the cloud. However, they needed help advertising this framework to IT professionals.
MY IMPACT
I art directed a multi-asset campaign to establish Microsoft as a partner in the cloud adoption process. This campaign involved 11 team members, including 6 on the creative team. I led the visual approach across an infographic, four animated gifs, an customizable event email, and a fully animated video.
Setting the
groundwork
Indigo Slate was hired to create a set of marketing materials to help business owners and technical implementors understand that Microsoft is a trustworthy partner with a large depth of knowledge when it comes to moving to the cloud. These materials needed to display technical information while also being visually compelling, on-brand, and easy to understand.
One customizable event email
One fully animated custom video
One static infographic for users to print
Four animated gifs for social media
Telling a story across platforms
The gifs and email framework extended the campaign beyond Microsoft's website and out into the inboxes and social media channels of IT implementors and the greater audience. These touchpoints needed to be quick, informative, on brand, and (most importantly) eye catching! They play within the same visual landscape and are a fun exetension of the other assets.
Standout moments
My favorite part of this project was seeing the illustrations come to life through animation. I worked closely with our animation team to ensure the movement reflected the story the client wanted to tell about security, technology, and process. When I presented the final video the client they were thrilled with the approach and it now lives on their homepage.
The separation is in the preparation
As an art director, I oversaw every creative element of the project. A large portion of my work was in the upfront prep work so that when designers, animators, and copywriters were onboarded they were freed up to be creative and take risks. This gif framework is a good example of early iterations with the client that set the stage for future show-stoppping visuals.
Pulling it
all together
The two biggest creative lifts in this project were the infographic and the animated video. These two both told the story of cloud adoption, and the touchpoints along the way. These deliverables live on the Microsofy cloud adoption homepage, where they were revealed for the annual Ignite conference.
OUTCOMES
8593 views on the LinkedIn Microsoft Developers page
306 likes on the LinkedIn Microsoft Developers page
Opened up two more client engagements with the same team.
THE TAKEAWAY
This project gave our client a polished and compelling set of materials for Microsoft's annual Ignite conference and opened up for collaborations between the cloud adoption team and Indigo Slate.
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© KAYLA BLYTON | 2020