Situation

The website for Microsoft’s cloud computing platform, Windows Azure, was launching a redesign. Expecting a diverse audience to visit the site seeking information on Windows Azure and related products SQL Azure and AppFabric, Microsoft engaged HL2 to create three product overview videos mirroring the white-board animation style of the “What Is Windows Azure?” video produced by Microsoft’s Steve Marx. The videos were to be showcased on Windows Azure Web properties (and on public sites like YouTube) in conjunction with the October 2009 launch.

Approach

White-boarding is a familiar brainstorming and explanatory medium for the developer audience. Therefore, to appeal to potential users and buyers (e.g., developers and business and technical decision makers) of Windows Azure and its associated offerings, we leveraged the visual equity of the Steve Marx video and produced three videos that provided informative and entertaining product overviews of Microsoft’s cloud computing solutions. The resulting videos took a high-level approach, eschewing traditional marketing language and visuals, to entice the audience to learn more and share the videos with their peers.

Outcome

Completed in late October 2009, all three videos are currently featured on the Windows Azure Web site.