Launch: School of Surface
Client: Microsoft Surface
Role: Community-Building Strategy, Experiential Design, Talent Partnerships.

Sweep created School of Surface - a long-term platform designed to support and elevate Australian creatives whilst shifting brand perception around the power of Surface technology.

Over five years, the program grew from an idea into a thriving national community - engaging 150+ of Australia’s leading creative professionals, entrepreneurs, and content creators across 15+ campaigns and events.

Through a blend of digital content direction and IRL experiences, School of Surface consistently generated over 2M+ in monthly organic reach from Creators. The rapid growth of the program demonstrated the power of a successfully balanced two-way value system that resulted in long-lasting, authentic brand advocacy.

Whilst the core of the program targeted creative professionals, each device launch drew in new members to the program - broadening to some of the country’s most influential business owners and trusted names across fashion and beauty.

Key highlights of the program included the development of the Surface Creators Fund - awarded annually to 3 members to support their creative projects, creating a pop-up workspace members could book into and a digital Supper Club that kept the community connected in between in-person events.

Throughout the program, Sweep orchestrated a series of brand collaborations that amplified member visibility while expanding the cultural footprint of Surface - partnering with brands such as Depop and Adobe to unlock new platforms, audiences, and creative opportunities.

*Further information regarding School of Surface is available upon request.

Prime Video: Daisy Jones & The Six

WISE: Fleece Free FX