Creativity
Microsoft – Think Data. Update Earth
Data, nature and one of Europe’s most iconic monuments: the campaign that introduced Microsoft Azure to the German market, with projection mapping on the Brandenburg Gate.
The brief
Think Data. Update Earth. was a Microsoft brand campaign to position Azure, its cloud computing platform, in Germany. The challenge was to make an essentially invisible service — infrastructure, data, cloud — tangible for a demanding, highly technical audience.
The idea
The campaign worked on two fronts. Online, it took over the country’s leading media outlets. Offline, it got a large-scale moment: projection mapping on the Brandenburg Gate in Berlin, turning the monument into a screen for the brand’s message.
Art direction
To bring the concept to digital media, I created a series of key visuals that blend natural landscapes with the idea of data. Forests, mist and light act as visual metaphors for the sources of information connected by the cloud — a more sensory language than the sector’s usual technical look.
- Campaign key visuals
- Digital media roll-out
- Animation for the Brandenburg Gate projection
