To explore Hugh MacLeod's fascination with Microsoft during a moment of major transition at Redmond, we had to get into his head and poke around a bit. Thankfully, there's a lot going on up there. The big idea here was to put the audience in the position of Satya Nadella and other executives at Microsoft, who had been spending time sitting across a table from Hugh MacLeod—on the receiving end of his wisdom-infused business card cartoons.
To tell the story of a technology that would someday help hearing-impaired people navigate a busy city, we had to first take everything we know about urban environments and throw it all away. Building from square one, we re-imagined a city the way a blind person might experience it—through clever audio cues. For those who aren't sight-impaired, we provided a story that is rich with animation—illustrating the GPS beacons that are a part of the technology.
Microsoft's CEO ended a very productive year by pointing to the stories that captivated his imagination the most. On a short timeline, we delivered an experience that puts these stories into a context large enough to be fit for a tech company that empowers people and businesses around the globe to achieve more. Since the International Space Station was the setting for one of the stories, we created a bit of an easter egg—if you move fast enough to "catch" the ISS as it's whizzing across the globe, you can read the full story.
Plenty of companies have secret R&D labs where they dream up the future, but even in the high-pressure world of technology, Building 87 is unique. Our goal? Give the world a sneak peak at the toys, tools, and brains creating the future, in a mind-bending WebGL microsite experience. Take a look at the full case study for a better sense of how we pulled off this award-winning experience.