Concepted and pitched with Thiago Campos. Produced by Edelman US.
MICROSOFT – HARDWEAR
To flip Gen Z's perception of Microsoft as 'too functional', we turned to Normcore, the style that made functionality cool. With designer Gavin Mathieu, we launched Hardwear – a streetwear collection uniting Normcore styling and classic Microsoft designs. We didn't just stake Microsoft's claim to being Normcore, but being Normcore way before it was even a trend. An OG status our audience couldn’t help but respect.