The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Technology Rich Media Online Ad
For the past two years, Microsoft Surface has partnered with FOX’s series Lethal Weapon to create custom content: shot on set, and showcasing the Surface being used by characters in the Lethal Weapon universe.
In 2017, true[X] and Microsoft explored what an interactive experience of this execution could look like. After all, the Surface represents the ultimate in versatility – shouldn’t its ad experiences be equally flexible?
The result: a “Choose Your Own Adventure”-style interactive video, featuring Lethal Weapon stars Johnathan Fernandez (Scorsese) and Michelle Mitchenor (Detective Sonya Bailey).
true[X] and Microsoft created experiences in conjunction with episodes eight and nine of Lethal Weapon’s second season, both of which integrate custom content and the Microsoft Surface.
In the former, aspiring writer Scorsese is perfecting his screenplay on the Microsoft Surface, and users have the power to influence it based on what they want to see. In the latter, Scorsese uploads a blog post on his Microsoft Surface, hoping Bailey will read it. Users encountering the ad experience can decide whether he should try to impress her, or play it more sincerely.
Featuring several custom-shot scenes to reflect the user’s choices, this interactive video represents an exciting new world of interactive possibilities for creative content.
Contributors:
| Director, Creative Strategy : | Brian Cullen |
| Sr. Art Director: | Matt Gallo |
| Ryan Rutledge | |
| Jenny Leahy | |
| Markus Weickenmeier | |
| Alison Pember | |
| Nate Norrish | |
| Director, Client Services : | Owen Baker |
| Dean Norris | |
| Alex Hughes |
TRUE[X] / FOX
Location: United States