For Microsoft — 2. Good Architecture Is Understandable

Microsoft Europe contacted me in 2007 saying they wanted testimonial videos that would stand out — not in the stale corporate style typical of the genre — and that they liked my work, as well as the fact that I understood the world of enterprise integration software technologists, since they'd be my interviewees and audience. (I'd worked in the industry before Upland.)

So I developed a novel style based on direct interviews blended with imagery supporting the emotional arc of the storyline rather than illustrating it literally (I called it abstract B-roll), and music I composed to underscore the mood and turning points of the story. 

The intended audience responded to these as we hoped: the content made them exceptionally credible and the style made them unusually memorable.

Creating this style opened up a new range of creative options for me and attracted other clients who liked it, such as FIT.

This is part 2 in a three-part case study about Microsoft Helsinki partner Frends Oy:

1. Things Change
2. Good Architecture Is Understandable ↑
3. Extreme Reliability

We also created shorter case studies in Oslo, each profiling (in one video) a Microsoft customer and the Microsoft partner that worked with that customer.

2008