Microsoft Surface

The smartest Surface line ever deserves an introduction to match. My team created a series of immersive landing pages that prove the power and brilliance of today’s greatest, AI-powered tablet suite.

Small. Mighty. And mighty smart to boot.

A tablet for the new, AI-powered world.

Microsoft engaged our team to create immersive, beautiful landing pages for their upcoming Surface line. But this was not just a new model number and a few new colors. This was the first Surface line with AI built in, thanks to a swanky (and exclusive) Neural Processing Unit (NPU). Tablet power and laptop flexibility were now colliding with intelligence like the world had never seen before. And everyone stood to benefit, from hobbyist creators to C-Suite decision-makers.

Performance. Told with gusto.

We approached messaging with two key litmus tests. First: would it be clear how this thing would help me? This is an expensive gadget in a world of expensive gadgets. Our copy needed to cut through the jargon and make me want what Surface was selling.

Second: Does this feel like a new generation? Because it is. AI in a tablet is a big deal for Microsoft customers, and they need to hear that loud and clear. As such, our voice is bold, excited, and a touch clever. Did we reinvent the tech copy world? Far from it — but we delivered it with a heart and spirit Microsoft seldom managed to muster.

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Helping the innovators innovate.

One part of this effort that is less obvious: the extensive thinking my team did to make these landing pages the most innovative Microsoft has ever produced. You’ll notice in a few places a button to “Generate a Page” with Copilot. This isn’t just pageantry!

Our team devised a complex content system that allowed this page to be personalized according to a user’s persona. Think “Creator” versus “Administrator”, or “Student” versus “Professional”.

For a few examples, check things out below. (Click to zoom, please!)

Headlines were perfect real estate for messaging variations. We keep things pithy and clear, leaning into the aspirations of our users. (Audience: Creatives)

Headlines were perfect real estate for messaging variations. We keep things pithy and clear, leaning into the aspirations of our users. (Audience: Creatives)

Nomadic workers were a unique audience that we didn't want a mobile powerhouse like Surface to ignore. (Audience: Professionals)

Nomadic workers were a unique audience that we didn't want a mobile powerhouse like Surface to ignore. (Audience: Professionals)

When we talk about specific features, we always tie things back to an audience need — like seeing your favorite shows how they are meant to be seen. (Audience: Entertainment)

When we talk about specific features, we always tie things back to an audience need — like seeing your favorite shows how they are meant to be seen. (Audience: Entertainment)

Gone in 60 seconds.

Here’s the bad news.

I can’t link you to these pages. I’d love to, but the era of the Surface 9 has come and gone, and these landing pages no longer exist. In a sense, this page is a time capsule and a bid of trust. You’ll have to take my word that all of this happened as I said.

So, do you trust me?

With thanks to:

Jeremy Grant & the Code and Theory design team.