This is "Fuel My Awesome," a social media campaign dedicated to celebrating the talent and ingenuity of Microsoft developers. The goal was to attract interest and sustain engagement by creating an experience relatable to the target audience.

Market research told us our key age demographic was 25-34, and through long-standing focus groups, we knew our target customer had an affinity for video games. Using that, I based our concept off nostalgic video games, utilizing 16-bit illustration from the old video games that generation grew up playing, incorporating popular easter-eggs throughout the experience to drive resonance.

Example(s):

• Famous “cheat codes” from Nintendo called the Konami code.

• Ninja Cat, a beloved Microsoft mascot.