Directed by Olivier Gondry, Finger Music collaborate with m:united & Microsoft to introduce the new Surface 3 and Surface Pro 3 Tablets with a brand new beat which has been developed with viral internet pen-tapping stars, Shane Bang and Kevin Ke.

Finger’s Creative Director and Composer, Dave Hodge, was brought in from the beginning of the creative process to develop a custom composition for the brand utilising the beats created by the famous Pen Beat Battle tappers.

There are four films in the Surface Beats campaign 2 x 30” (3,2,1 Go and College Flow) and 3 x 15”. Each have a strong focus on the product, with the aim of intertwining the snapping and clicking sounds of the tablets with the rhythmic pen tapping.

Dave Hodge, explains, “The spots were briefed from the beginning to be very rhythmic, when m:united sourced Shane and Kevin, we knew the filming would also incorporate the rhythmic movements of their hands. Being brought in at this early stage meant that we were able to get the process of the filming, edit and music to harmonise throughout the production process.”

Agency : m:united Client : Microsoft Agency Producer : Meg McCarthy Agency Executive Music Producer : Eric David Johnson aka DJ Bunny Ears. Executive Creative Director: Bobby Pearce Executive Creative Director: Yo Umeda Creative Director : Todd Brown Director of Creative Technology : David Cliff Production Company : White Label Director : Olivier Gondry Music and Sound : Finger Music Music Creative Director : Dave Hodge Editing House : Rock Paper Scissors Editor : Frank Snider Post Production : Method

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • Maria's picture
    Maria (not verified)

    I was surpirsed to see this ad on the nba broadcasts--its remarkably similar in tone to the click cover dance spots that MS ran will running up a billion in unsold inventory. Surface is a great product they refuse to market correctly. this add is annoying garbage.

    Jun 30, 2015