Microsoft & Huffington Post Partner for #SurfaceCreate Project

Microsoft has joined forces with Protein and The Huffington Post to launch a content marketing campaign showcasing how its slimmest and lightest tablet, Microsoft Surface Pro 3, can become the device of choice for those in the creative industries.

Brokered by Dentsu Aegis Network, the deal sees three East London designers, PAN Studio, Ditto Press and Studio Swine exploring the innovative and versatile potential of Surface Pro 3 bytaking on three ambitious creative projects. Surface Pro 3 is a facilitator for each part of the project from the journey of ideation, to creation, and execution –enabling both the process and the final project output. The #SurfaceCreate campaign will begin in early December and launch on a dedicated digital hub found on The Huffington Post. It is the first time Protein and The Huffington Post have collaborated.

Experience-production company PAN Studio, which has undergone a gradual transition from designing installations, museum pieces and immersive theatre to connecting objects and computer games will be creating a simple interface that controls percussive hammers over Bluetooth, transforming everyday objects into musical instruments for the #SurfaceCreate.

Subculture publishers Ditto Press, will be compiling swatches that detail the myriad print processes they use into a valuable business tool for their #SurfaceCreate project. These will be designed by long-time collaborator, acclaimed illustrator Jiro Bevis and utilise the devices’ heavy-weight digital design applications to make a colourful, tangible, paper product.

Multi-award winning, design filmmakers and product designers, Studio Swine,will be creating the “ultimate high-heeled shoe” from the lightweight, but exceptionally strong, aluminium foam – a material composed of 90% air and 10% metal.

The #SurfaceCreate hub on The Huffington Post will enable consumers to follow these designers on their journey of ideation, creation, and execution - celebrating both the process and the final project output. It will also be home to editorial, film and photographic content as well as how-to-guides from the designers themselves.

Dale Perrigo, Director, Surface UK, said: “Since the launch of Surface Pro 3 earlier this year, we have seen professionals from the creative industries using and fully adopting Surface Pro 3 as their everyday PC.  Some of the key features that led them to this decision were the Surface pen, the colour accurate screen and the seamless transition between tablet and laptop. When paired with access to software such as Adobe Creative Cloud, the Surface Pro3 has transformed the way these creatives work. This partnership with Ditto Press, Studio Swine and PAN Studio will showcase the creative possibilities of the Surface Pro 3.”

Gemma Andrews, Creative Solutions Manager at Dentsu Aegis Network said: “We knew the creative concept from Protein would appeal to our credible creative audience, but we also needed to reach a huge tech community to further amplify the campaign and drive additional business value. Pairing Protein & The Huffington Post together was therefore the ideal solution”.

Jessica Barlow, Head of Production at Protein said: “We really wanted to showcase the creative potential and power of the Surface tablet. Using Protein’s creative talent network, we were instrumental in ensuring we engaged London's finest creatives to do both the project and the product justice”.