Microsoft Surface
Create Change

Microsoft Surface is the Official Tablet of the NFL. You don’t have to be a diehard fan to notice the device on the desks of NFL talk shows and on the field during games. But there was a bigger story to be told. We wanted to do more than create an ad for Surface. We wanted to create a movement built on empowerment, creativity and accessibility.


Microsoft partnered with five NFL players who are currently using their popularity in America’s favorite sport and technology to affect change in their communities. We interviewed them and created moving documentaries that showcased them, not as players, but as people working hard to make a difference for others. The videos became the centerpiece of a multifaceted campaign that encouraged fans to go to Microsoft Stores to design helmets on Surfaces for a chance to win a trip to the Super Bowl.

Program identity —
Posters —
Player documentaries —

Project: Microsoft Surface / Create Change
Agency: CMD
Role: ACD / Designer
Creative Director: John O'Connell
ACD: Andy Cale
Designer: Christopher Shults

© 2023 Jim Wagstaff