Art Directing Enterprise Marketing for Emerging Tech
Client
Microsoft | Enterprise Marketing & Launch Content
Year
2013 – 2017
The Challenge
When Microsoft needed to prove HoloLens had business value beyond the tech demo phase, they created Vision Labs—a rapid prototyping team that pitched Fortune 500 companies on mixed reality solutions. My challenge was art directing high-stakes marketing content on brutal timelines. We had one week from initial client meeting to final delivery: concept the pitch, coordinate live-action shoots, direct actors, build 3D assets, and composite everything into polished marketing visuals that could close multi-million dollar partnerships.
The Solution
I art directed enterprise marketing campaigns for Boeing, Audi, SAAB, and Stryker on 1-week sprint timelines. I coordinated multi-discipline production teams (live-action shoots, 3D compositing, actor direction) and shipped launch marketing content for two first-party HoloLens apps (RoboRaid, HoloStudio). Before Vision Labs, I prototyped the core interactions and visual language for the platform—figuring out how users would browse the web, type with gestures, and interact with holograms before any patterns existed.
Scope of Work
Prototyping the Visual Language
Before any established patterns existed for mixed reality, I prototyped core interactions and visual systems. This work established the foundation for how users would naturally interact with holograms—from gesture-based typing to spatial web browsing. These prototypes became the blueprint for the platform's launch.
Vision Labs: High-Stakes Enterprise Marketing
When Microsoft needed to prove business value to Fortune 500 partners, I art directed marketing campaigns for Boeing, Audi, SAAB, and Stryker. We operated on 1-week sprint timelines—after a two-day discovery session with clients, we had one week to cast actors, shoot live-action footage, build 3D assets from scratch, and composite high-fidelity marketing visuals. I coordinated production teams and maintained visual quality under extreme deadlines to close multi-million dollar partnerships.
Reimagining Digital Interfaces for Physical Space
I designed early concepts for how traditional internet experiences would adapt to mixed reality. This work explored how search engines, e-commerce, and media consumption could populate physical rooms—treating digital content like physical objects you could place on walls and manipulate at scale.
Launch Content: HoloStudio
I built the brand identity and interaction design for HoloStudio, one of two first-party launch apps. This required inventing how users would intuitively manipulate 3D shapes and use virtual tools before any spatial design patterns existed. The work established foundational standards for creating content in mixed reality.
Launch Content: RoboRaid
I designed the HUD system and interaction mechanics for RoboRaid, a first-person shooter that brought gameplay into users' living rooms. The challenge was building spatial cues and out-of-bounds indicators that kept players aware of their physical surroundings while maintaining immersion. I also created the branded logo animation that set the tone for the experience.
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