SHADOW POSTERS

TitleSHADOW POSTERS
BrandMICROSOFT
Product/ServiceSURFACE PRO 6 MATTE BLACK
Category E01. Standard Sites
Entrant McCANN LONDON, UNITED KINGDOM
Idea Creation McCANN LONDON, UNITED KINGDOM
Production McCANN LONDON, UNITED KINGDOM
Credits
Name Company Position
Rob Doubal McCann London Co-President and Chief Creative Officer
Laurence Thomson McCann London Co-President and Chief Creative Officer
Sanjiv Mistry McCann London Executive Creative Director
Jamie Mietz McCann London Executive Creative Director
Jacob Björdal McCann London Art Director
Jim Nilsson McCann London Copywriter
Sergio Lopez Craft/McCann Chief Production Officer EMEA
Sophie Chapman-Andrews Craft/McCann Executive Producer
Daniel Källberg Craft/McCann Producer
Tom Adamson McCann London Business Director
Nicole Spaude McCann London Senior Account Director
Rohin Lalli McCann London Senior Account Manager
Robert Stockton McCann London Senior Account Manager
Sophie Grierson McCann London Account Manager
Clare Prager McCann London Project Director
Anna Curtis McCann London Project Manager
Matthew Thomas McCann London Designer
Angelika Juszczyk McCann London Creative Artworker
Joshua Smith McCann London Junior Designer
Ellis Faint Craft/McCann Post-production
Adele Hodges Craft/McCann Post-production
Paul Jenkinson, Stefano Scalise and Paul Fitzpatrick Craft/McCann Post-production
John Martin Craft/McCann Post-production
Ben Twiston-Davies Craft/McCann Self-shooting Director
Jeremy Reichman Craft/McCann Post-production
Harvey Winter Craft/McCann Post-production
Brian Hill Freelance Photographer
Ben McIlveen Craft/McCann Post-production
Giselle Hall Craft/McCann Post-production

Write a short summary of what happens in the ambient or digital execution or campaign.

To launch the new matte black Surface Pro 6, we created a series of posters that are designed to disappear – just like the product they are promoting. As opposed to traditional bright and flashy posters, these posters existed only as shadows – thus reinventing the medium itself. Instead of fully revealing the product, these posters were designed to convey an experience of flow – the sense that everything disappears into the background and you only focus on what’s on the screen. By using shadows as a medium, the posters could appear across a range of surfaces. Every surface essentially became a new artwork – from traditional brick walls to interesting street art murals.