Microsoft: RETAIL & XBOX
Microsoft Retail stores had over 100 nationwide locations all with large format graphics that updated multiple times per year for retail moments and product releases, including fabric faced lightboxes, magnetic signage, pedestals, focus traits and much more; each location differed. In 2018, the team pitched the idea to do a full window graphic takeover across the stores overnight for the Holiday campaign. It had never been done before. Leadership team agreed after we created a convincing mock-up of “static cling window graphics vs. traditional vinyl” in Store Zero which would be easy to remove once the moment had passed and could be demonstrated. Store managers took site survey photos and measurements, agencies completed design mockups, nationwide installers were hired, all coordinated by cross-functional teams. The launch was extremely successful with a few minor hiccups that were found at about 8 locations and were resolved within 24 hours. And this was only 1 of the many sets for the year.
My favorite moment was the launch of the Xbox Adaptive Controller, first of its kind for a gaming system that was specifically designed to be fully customizable based on any players with disabilities needs. Shaquim Griffin of the Seattle Seahawks came out to the launch event to demonstrate how it worked. The capabilities were endless and combinations as well so the challenge the team faced was coming up with a placemat design for the retail stores that showed enough without cluttering up the space and being confusing. Also, the device itself was not yet widely available in every store as there were limited prototypes available at that point, so this was taken into account in the placemat design. The result was an amazing launch, customers were very happy with their pre-order ability in store and created geniune buzz and excitement for the hardware that was to come!
Xbox Render Program Management was a thrilling ride as I was responsible for the Xbox One X, first new console launch in over 10 years for Microsoft and working with every team that was involved in that! This as well as the many other renders for themed consoles and controllers that released each year. First step was to work with the team to understand and create a tiered process with high level milestone timeline: Tier 1: Brand new Console, Tier 2: Themed Console from existing, Tier 3: Brand New Controller, Tier 4: Themed Controller from existing; to level set expectations with all the team members both in-house and agency so they were aware of workload, deadlines and expectations. If desired street date was entered it would build back the necessary milestone dates to be followed and could be modified appropriately for any delays, changes or setbacks as is required for the fluidity of a creative product design process.
As part of the retail team I was tasked with Creative Production of a 1-day photoshoot with the Swirl Agency in San Francisco, CA of 8 new Surface products. The photos were intended to match exactly the angles of the existing digital renders for each product that were being used as placeholders for all of the large format signage across the stores. Since Leadership Team agreed that the inconsistency between some images being renders and some photographic was not visually appealing. It was a challenging day, but we managed to get it all done since the team were all pros and had a great time while we were at it. I’m not gonna lie it was a bit nerve wracking but the end result was picture perfect imagery that shined in the upper backlits across the retail stores.
As a member of the SuperGraphics team I was also honored to be involved in a Microsoft Connector Bus Wrap featuring the USA Special Olympics. The usual connector wraps are white with green lettering and Microsoft logos, if you frequent the Eastside in Washington you have most likely seen them on I-5, I-405 and throughout the South Seattle and Seattle areas. Instead, these were two striking hues of blue and featured inspiring imagery and headlines. My favorite: “1 Week. 10,000 ways to be inspired. Rise with Us.”
