MICROSOFT:
THE HARDWEAR COLLECTION
360 Integrated Campaign – Digital, Social, Earned, Paid, TVC
ROLE
Lead Creative, Lead Art Director,
Copywriter, & Designer
DREAM TEAM
ECD: Matt Zavala
ACD: Schuyler Higgins
Design Director: Schuyler Higgins
Fashion Designer: Supervsn
OLD SCHOOL ICONS. NEW GEN DROP.
Microsoft wanted to connect with Gen Z—a generation raised on TikTok, not Toolbars. So we turned a perceived weakness (being the “uncool” tech brand) into a strength by embracing the nostalgia they love. Enter The Hardwear Collection: a 16-piece Normcore-meets-dad-core capsule, inspired by vintage Microsoft icons like MSPaint and Windows ‘98, made in collaboration with Supervsn Studios’ Gavin Mathieu.
It was Microsoft’s first-ever fashion drop—and it hit different. The campaign earned over 300M media impressions, sold out the collection in under 24 hours, and sparked conversation across fashion, tech, and culture outlets. Most importantly, it helped Gen Z see Microsoft not just as a utility—but as a creative enabler with legit street cred.
THIS MICROSOFT SAID "BET." DROPPED A CAPSULE COLLECTION, SOLD OUT IN 24 HOURS AND BROKE OUT OF SILICON VALLEY INTO CULTURE GEN-Z CARES ABOUT THE MOST.
HYPEBEAST • Complex • Essence • AfroTech • Hypebae • The Verge • Gizmodo • Input • Slash Gear • Cassius
