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MSI Computing

frankie press

The brief: Position MSI as an alternative to Mac computers for designers and other creative types. Demonstrate product features such as light weight and battery life.

What happened: I cast creative users to demonstrate the product’s different capabilities – e.g. Penny ‘Min Pin’ Ferguson has a long train commute and needs a laptop with great battery life. We produced a series of studio shoots with the creatives, who talked about their practice and the laptop’s design features. This series ran over print and digital, playing into the audience’s love for creative interviews. The campaign later morphed into a live activation for an audience filled with key design influencers. I chaired the panel of high-profile Melbourne creatives, and guests were able to get up close and personal with the tech.

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