Microsoft "Shadow posters" by McCann London

Microsoft's new Surface Pro 6 is available for the first time in a matte black finish, a colour palette that effectively fades into the background.

So just like the tech, the launch campaign is "designed to disappear". The posters, made by McCann London, show only the shape of the screen and create a visual statement in shadow, in line with the colour and finish of the device itself. As a result, the outdoor campaign blends into its surroundings, mimicking the product’s aim of encouraging creative focus. The work was created by Jim Nilsson and Jacob Björdal. 

Credits

Client
Agency
Chief creative officers
EMEA creative directors
Chief production officer MWG
Lead executive producer
Producer
Business director
Senior account director
Senior account managers
Account manager
Project director
Project manager
Videographer
Photographer