Info: How do you attract the attention of a target group in the technology sector that has already seen it all?
You do it by appealing to their emotions. On behalf of Microsoft, we recreated the company's globally successful advertising spot "Movement" in a live version at an international IT trade fair. We assembled a group of artists from all over the world who used the disciplines of dance, acrobatics, freestyle football and sign twisting to illustrate the special characteristics of Microsoft Surface Tablets in spontaneous flash mobs. In addition to developing the show concept, choreography and music, we also did the casting, selected the appropriate costumes, programmed the tablet computers and set up mobile barriers to define the show areas – ultimately ensuring a unique event.