Little Simz wanted to break free from convention for the release of her single “Gorilla." To allow users to experience something new with every listen. To conjure new, unique feelings every time. That’s why Microsoft helped Little Simz use AI to create an interactive, emotional experience for her music video. To support the release, my team created engaging social-first content that celebrated the unique collaboration between Little Simz and and gave a taste of Microsoft’s AI experience.
We designed and architected the digital experience to help further build brand affinity for Microsoft by showcasing how Little Simz is using their technology to change fan engagement with the music they love.
The digital experience tells a story of how AI, just like a sample loop and a microphone, is being used as another tool in the toolbox of artistic expression. Helping artists like Little Simz explore creativity in new and innovative ways.
Project: Microsoft AI and Little Simz Partnership
Role: Creative Director
Art Director: Bryan Tietge
Writer: Spencer Tanner