For the launch of the Surface Pro 4, Microsoft sought to not just introduce a new device but to illustrate its potent capabilities in a way that would resonate deeply with the artistic community. The challenge was to demonstrate the Surface Pro 4's unparalleled power and versatility in a creative, captivating manner. This led us to devise a unique campaign that would not only highlight the device’s features but also engage a specific, influential audience: artists and designers.

The concept was bold yet simple: an urban art intervention. However, instead of choosing an ordinary location, we opted for the historical facade of the Lázaro Galdiano Museum in Madrid—an unconventional canvas that speaks to both heritage and innovation. The choice was strategic, symbolizing a bridge between traditional art forms and cutting-edge technology.

We collaborated with a renowned urban artist known for his dynamic digital works. Utilizing the Surface Pro 4, I crafted an artwork that was a testament to the device's robust performance and artistic precision. This piece was not merely displayed; it was projected live onto the museum's facade during an night event, transforming the building’s exterior into a mesmerizing spectacle of light and creativity.

In terms of awareness, more tan 12.000 people saw the artwork shown in the façade of the Lázaro Galdiano museum. Regarding conversion, “Unstoppable Art” managed 150 people to assist the launch event of the new Surface Pro 4.