2014Art Basel MiamiNew Orleans Jazz FestNew York Fashion WeekCannes Festival—
Strategy Direction: Marissa Shrum; Strategy: Gilian Rappaport; Art Direction: Josh Engmann; Copywriting: Thomas Kemeny; Production Direction: Heather Huestis; Production: Stephen Winkler; Experiential Production: Gabrielle Perrone
Creative collaborators: Solange Knowles, Saint Heron, Moses Sumney, Kelela, Hisham Akira Bharoocha, Terence Nance, New Orleans Airlift, Katey Red, Lucky Peach, IFP, Gesaffelstein, My Brightest Diamond, Confetti System, Pitchfork, Mac DeMarco One Million Square Feet of Culture
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2014Art Basel Miami, New Orleans Jazz Fest, New York Fashion Week, Cannes FestivalCredits below
Microsoft had a suite of new products and programs, which granted it a newfound cultural relevance and utility for creators and their work.
1Msqft invited cultural experts from a variety of disciplines to curate a series of spaces, each dedicated to a creator of their choosing. The program was named One Million Square Feet of Culture (1MSQFT), and the spaces appeared at major cultural events including Art Basel, Sundance Film Festival, New Orleans Jazz Fest, Cannes, and New York Fashion Week. Coverage reached over 16 million people through press for a single event alone, and ultimately the brand built real alliances, growing its halo gradually, solidly and within real communities.
For the program identity, we designed a system rooted in numbers and cataloguing, with each space catering to a distinct exhibition or performance. This system was deployed across the brick-and-mortar spaces, digital hubs, videos, social media content, and printed collateral.
