Surface Experiments

Surface Experiments was a creative multimedia campaign I led at Protein Agency for Microsoft, designed to showcase the creative and expressive potential of the Surface Pro 3.

Rather than a traditional product ad, the programme invited three East London design studios — PAN Studio, Ditto Press, and Studio Swine — to explore the device through ambitious, self-led creative projects. PAN Studio built a simple interface that controlled percussive hammers via Bluetooth, transforming everyday objects into musical instruments. Ditto Press created a tactile swatch book cataloguing their print processes into a practical studio tool, while Studio Swine used lightweight yet strong aluminium foam to produce what they described as the ultimate high-heeled shoe.

The #SurfaceCreate campaign was featured across leading design and creative publications including Trendland, DesignBoom, and It’s Nice That, and lived within a dedicated digital hub on The Huffington Post—marking the publisher’s first collaboration with Protein Agency. The hub allowed audiences to follow each designer’s journey from concept to completion through film, editorial, photography, and how-to guides created by the designers themselves.

By combining credible creative voices with a high-reach media partner, the campaign enabled Microsoft to authentically engage creative communities while reaching a wider, tech-savvy audience—amplifying cultural relevance and commercial impact.