Microsoft Surface - College Flow (2015) :30 (USA)

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

AnonymousCoward's picture
Maria's picture

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.