Wallpaper Expedition

For decades, Microsoft has provided the best universal software tools for PC users. But for some fans, when it comes to their love for the Microsoft brand, it’s all about the iconic Windows wallpaper landscape photos that greet them every time they open their devices. That’s why the brand and independent creative agency Superdigital partnered to give fans what they want – putting the power of the latest Microsoft Surface Copilot+ PCs, into the hands of the Windows community with the “Windows 11 Wallpaper Expedition”.

Superdigital asked creators from around the globe – 7 different people in 7 key regions – to leverage Copilot and the new Surface Devices in a way that we've never seen before – to plan, capture, and edit an image that will be seen by millions (or more). These photographers used the AI-powered Surface devices to research, plan and execute a massive undertaking, ultimately mobilizing fans to vote for their photo to win a place among Windows’ most celebrated wallpapers.

"Windows wallpapers are legendary across the internet. Windows XP’s iconic “Bliss” has inspired everything from games to clothing,” explains Whitney Wolf, Superdigital Director of Strategy. “It’s a legacy we wanted to preserve, while also empowering creators to show off the beauty of their home country that not everyone gets to see first hand. It was also an opportunity to help Microsoft tap into a deep rooted nostalgia for the brand that has reemerged in recent years. This was a perfect way to honor that nostalgia while promoting the new Surface Copilot+ PCs and allowing our Windows community to define the next era of the operating system.”

Superdigital led creative concepting for the overarching campaign as well as content planning with the creators, strategically rolling out content to build excitement and impact. They hand-picked each creator, including the US's Caleb Wielhouwer, Germany's Frauke Hameister, UK's Kate Hook, Canada's Justin Choquette, Australia’s Zac Watson, France’s Loic Lagarde, and Japan’s Kohki Yamaguchi – each willing to push the boundaries to capture the perfect photo. This – along with their strong followings and skill – made them the right ambassadors to show the creative possibilities enabled by Copilot AI.

“Creators with loyal followings provide authenticity and credibility in a skeptical world still becoming accustomed to the many benefits of AI,” continues Wolf. “They also allowed Microsoft to authentically appeal to each country’s unique market and culture. By showing how creative artists use the technology via social media, Microsoft could educate and share the power of their new product, without being too heavy handed.”

To date, the completely organic campaign has earned more than 1 million views and over 50,000 engagements. As importantly, the audience sentiment was 96% positive, driven by overwhelming praise for the Surface, a Copilot+ PC, and the capabilities in Windows 11, proving the value of social media for brand storytelling.

“At its core, social media began as a way to share moments and ignite conversations between people around the globe – providing a window into experiences you would not ordinarily be exposed to,” adds Superdigital Partner and General Manager Biz Hennigan. “As a showcase for phenomenal new tech like the Surface Copilot+ PCs, social media offers that same spirit of discovery. With ‘Wallpaper Expedition’ we’ve been able to take social media’s influence and use it to inspire others to empower themselves in ways once thought unimaginable before the new era of AI. And in the process, we hope it helps Microsoft create the next generation of iconic wallpapers to inspire future generations of Windows users.”