As part of Microsoft’s new corporate advertising campaign branded “Realizing Your Potential," Code and Theory was tasked with promoting a nationwide campaign that would communicate the company’s new mission and brand: to help people realize their potential.

Code and Theory worked with McCann Worldwide to concept and create an innovative marketing device that would reach a large, diverse audience.

The project involved creating a series of animations that were displayed in the Washington D.C Metro. Each frame of the animations was printed and mounted on the subway walls. When a train hit maximum speed, the frames simulated motion in flipbook fashion.

Using this strategy to message Microsoft’s campaign “Realizing your Potential,” Code and Theory created three 15-second line-drawn animations, all portraying individuals realizing their potential. This unique delivery method created an opportunity to deeply engage the subway audience in an entirely new way.