Challenge/Question
Microsoft is inherently associated with the term PC, or Personal Computing, but the brand has never truly taken possession of what “personal” means in this context. We were asked to create an ethnographic film looking at what “personal” (versus personalized) means to consumers, and why.
Methodologies
Ethnography
Insight
The film served as a thoughtstarter, helping internal teams and global agencies find opportunities for design innovation and strategic comms
All proprietary insights removed.
