CELEBRATING THOSE WHO #DOMORE

Tasked with launching Microsoft’s global brand Instagram channel, we wanted to do this in a way that stayed true to the pioneering spirit of the brand, but also in a way that was uniquely suited for the platform. But also evolve brand perception, positioning them as a leader of empowerment and productivity; but not in the tired notion of spreadsheets and presentations. So our solution? A global celebration of those who embody what it means to break boundaries, achieve their goals, and #DoMore everyday. Grounded in Instagram's visual format, we lead with human photography, not products. And while our subjects used Microsoft technology, this was about them and their stories. We partnered with award-winning, National Geographic photographer Justin Bastien, and traveled from the waters of New Zealand to the organic farms of Italy. From the streets of Los Angeles, to mountains of Peru.

// Featured by Instagram at CES as a Best-In-Class example by a brand

THE INSTAGRAM CHANNEL
(At the time)

INSTAGRAM POSTS

@mariobonfante_37 turned his passion for #racing into a career. When a tragic accident left him a quadriplegic, some thought he’d never race again, but Mario didn’t give up. Thanks to his resilient spirit, slick engineering skills, and love of #Forza Motorsport on #Xbox, he found a way back to the track. Hear more of Mario’s story in our next post. #DoMore

A photo posted by Microsoft (@microsoft) on Dec 12, 2014 at 11:51am PST

@ben_jacobsen of @jacobsensaltco left a career in tech marketing to create artisanal sea salt from the cold waters of the Oregon Coast. He was the first person in the US to use his particular harvesting method, launching a movement that a dozen other small companies have followed. #DoMore

A photo posted by Microsoft (@microsoft) on Nov 11, 2014 at 10:46am PST

Although he’s only 21, Antonio Tang is already making a difference in his community. @tonyscafe operates under the direct trade model, which allows him to buy directly from coffee growers, ensuring a fair price for both parties. The café also donates their day-old sandwiches and bread to a local center for abused girls. In the near future, Tony plans to create a roasters guild to unite coffee professionals across Peru’s coffee industry. #DoMore

A photo posted by Microsoft (@microsoft) on Mar 26, 2015 at 10:10am PDT

Since the early 19th century, Loretta Di Simone's family has owned an #organic farm called La Turchina that raises livestock and produces ancient varieties of spelt and barley. She helped them become one of Italy's first family farms to sell their products online, which led to her being named Italy's Most Innovative Young Farmer. #DoMore

A photo posted by Microsoft (@microsoft) on Jan 12, 2015 at 1:01pm PST

When things in Whitney Cubbison's personal life began to fall apart, she shifted her focus. The #Microsoft communications director and amateur photographer started a photo diary to chronicle her life as an American in #Paris. For the past three years, @whitcubby has taken a photo every day with her #Lumia, giving her-and others-a whole new perspective. #DoMore

A photo posted by Microsoft (@microsoft) on Jan 22, 2015 at 12:22pm PST

Julia Streets combines her passions for PR and comedy to raise funds and awareness for Children in Crisis. The organization gives kids in some of the world’s poorest nations the education they need to transform their lives. #DoMore

A photo posted by Microsoft (@microsoft) on Feb 10, 2015 at 11:58am PST

When @justinablakeney curates a photo shoot, nothing goes to waste. She uses the leftover flowers and plants to create whimsical portraits of women. Her #FaceTheFoliage ladies have been featured in Vogue and inspired people across the world to follow suit. #DoMore #sponsored

A photo posted by Microsoft (@microsoft) on Dec 9, 2014 at 12:05pm PST

“When I dare to go outside of my comfort zone, I feel more human. I hope to inspire others to do the same.” #LosAngeles-based Allison @hueman_ is a graphic designer and painter turned #graffiti artist. She had her own design company, but decided to follow her passion for painting. Now, it’s all that she does. #DoMore #sponsored

A photo posted by Microsoft (@microsoft) on Dec 12, 2014 at 11:45am PST

In 2009, @gardenpool founder Dennis McClung bought a house in #Mesa, Arizona with an empty swimming pool. He had an amazing idea: instead of repairing it, he transformed it into a solar-powered self-sustaining ecosystem that produces fruits, vegetables, grains, fish, and chicken to feed his family of five. #DoMore

A photo posted by Microsoft (@microsoft) on Dec 15, 2014 at 10:32am PST

Dr. Ben Starnes is revolutionizing vascular surgery through the use of #3Dprinting. By creating an exact replica of a patient’s aorta, he’s transformed an expensive, invasive open-cavity operation into a non-invasive procedure that’s more affordable, more accurate, and can be completed within minutes. #DoMore

A photo posted by Microsoft (@microsoft) on Nov 11, 2014 at 9:55am PST

At 4 weeks old, Cusco, Peru native Ana Dodson was adopted and raised in the US, but her homeland was always in her heart. She returned at age 11 to bring books and teddy bears to a girls’ orphanage outside of Cusco, but quickly realized that the malnourished girls needed much more. With the help of her family, she founded @peruvianhearts, a nonprofit organization that empowers girls in Cusco and the Sacred Valley through education and mentoring. #DoMore

A photo posted by Microsoft (@microsoft) on Mar 30, 2015 at 10:32am PDT

Riley Elliott is New Zealand’s most popular shark expert. His passion for apex predators began when he learned to free-dive with them beyond the cage. @rileysharks’ mission is to educate people about shark exploitation and explain how shark finning negatively affects the marine ecosystem. #DoMore

A photo posted by Microsoft (@microsoft) on Dec 19, 2014 at 11:39am PST

Kathy Hinde’s Piano Migration marries nature and technology and invites us to consider our relationship with the environment. The audio-video installation features footage of birds on telephone lines. The birds’ movement triggers notes on a recycled piano, creating an interactive musical score. #DoMore

A photo posted by Microsoft (@microsoft) on Feb 13, 2015 at 11:44am PST

By day, Juliette de Feraudy is a lawyer. By night, she’s creating fashionable compression hose for women with circulation issues. @walleriana_paris not only wants to help women look better; she wants to help them live healthier lives by sharing her experiences and educating preventing circulation problems before they occur. #DoMore

A photo posted by Microsoft (@microsoft) on Jan 28, 2015 at 11:44am PST

BEHIND THE SCENES

#BehindTheScenes: Sometimes, you scale the walls of a medieval church to get the shot. This was one of those times. #DoMore #Italy

A photo posted by Microsoft (@microsoft) on Jan 20, 2015 at 12:09pm PST

#BehindTheScenes on our Instagram world tour: Justin waits out a storm in Tarquinia, Italy. http://t.co/m2FpcGofe1 pic.twitter.com/CNmIMffAdp
— Microsoft (@Microsoft) January 20, 2015

#BehindTheScenes: guess where. #DoMore

A photo posted by Microsoft (@microsoft) on Jan 29, 2015 at 12:28pm PST

#BehindTheScenes: Hanging out in #Hahei before hitting the high seas with @rileysharks. #DoMore #NewZealand #WPPhoto #ShotOnMyLumia

A photo posted by Microsoft (@microsoft) on Dec 23, 2014 at 11:48am PST

You can’t dream if you don’t sleep. #DoMore #WPPhoto Follow us on Instagram: http://t.co/YMKQoGtCp9 pic.twitter.com/30WB6J3ghO
— Microsoft (@Microsoft) December 12, 2014

#BehindTheScenes: We weren’t worried about a #London bridge falling down. It was @JustinBastien making us nervous. #DoMore

A photo posted by Microsoft (@microsoft) on Feb 17, 2015 at 11:27am PST

CROSS PROMOTION (FACEBOOK & TWITTER)

Loretta helped bring her family's 200-year-old Italian farm into the 21st century. http://t.co/VuB3lTLUar #DoMore pic.twitter.com/ieYc9SNj1y
— Microsoft (@Microsoft) January 12, 2015

Follow us on Instagram to see how Ana is #empowering girls in her native Peru. http://t.co/0OLVsDFMQS #DoMore pic.twitter.com/KJY5Zcw34W
— Microsoft (@Microsoft) March 31, 2015

Post by Microsoft.

We thought we knew how to brush our teeth. That is, until we met two guys named Mike on our Instagram tour. #DoMore
Posted by Microsoft on Wednesday, March 4, 2015

Follow us on Instagram to see what pushes @SalMasekela to #DoMore. http://t.co/8RwW9hIo9m pic.twitter.com/0ZFolIFRWi
— Microsoft (@Microsoft) February 26, 2015

While on our international Instagram adventure, we met Rich, Mad Men’s Harry Crane and a gamer of a different kind. #DoMore
Posted by Microsoft on Thursday, February 19, 2015

Follow us on Instagram to meet people like Riley who #DoMore every day. http://t.co/g9OPEaPk3H pic.twitter.com/g7xz4lIsRI
— Microsoft (@Microsoft) December 22, 2014

Follow us on Instagram to meet people like Dennis who #DoMore every day. http://t.co/BWsVnup8XA pic.twitter.com/U3JtOGhpfn
— Microsoft (@Microsoft) December 15, 2014

Our Instagram adventures reached new heights when we met Tyler, an 11-year-old mountaineer who climbs for a cause. #DoMore
Posted by Microsoft on Monday, February 23, 2015

When our global Instagram adventure took us to Lima, we caught up with Tony, whose coffee trucks are making a difference. #DoMore
Posted by Microsoft on Tuesday, March 24, 2015

Follow us on Instagram to meet people like Whitney who #DoMore every day: http://t.co/x1zijmCOyG pic.twitter.com/r2waG4DO6m
— Microsoft (@Microsoft) January 22, 2015

Join us on Instagram to meet people like Gisele, who follow their dreams and #DoMore: http://t.co/kuhyMIGQD5 pic.twitter.com/drtLSBzQYx
— Microsoft (@Microsoft) March 17, 2015

CALL FOR ENTRIES

We’ve met an amazing group of people who #DoMore, but we know we haven’t met them all. In the comments below, nominate someone—even yourself—who pursues a passion, breaks boundaries, or goes above and beyond.

A photo posted by Microsoft (@microsoft) on Feb 21, 2015 at 1:51pm PST

We’ve met an amazing group of people who #DoMore, but we know we haven’t met them all. In the comments below, nominate someone—even yourself—who pursues a passion, breaks boundaries, or goes above and beyond.

A photo posted by Microsoft (@microsoft) on Jan 30, 2015 at 11:42am PST

MASHABLE LAUNCH ARTICLE

LAUNCH VIDEO

People everywhere are doing extraordinary things—and we want to introduce them to you. Follow our journey as we go around the world and meet people who #DoMore every day.

A video posted by Microsoft (@microsoft) on Nov 11, 2014 at 7:56am PST

// role: creative direction, concept, strategy, photography, design, production
// team: Justin Bastien, Kate Shay, Ross Viator, Kevin Sullivan, Craig Erickson, Jena Dodd, Arianna Pilram
// Follow @microsoft on Instagram
// Mashable & SF Egotist

Microsoft | #DoMore