Edelman x Microsoft | Re:Surface with Jade Bird
As Senior Producer at Edelman, I led the production of RE:Surface, a landmark live-stream concert activation for Microsoft Surface featuring Jade Bird. Conceived during global lockdowns, the project re-imagined the live gig model, using live performance, storytelling, and broadcast craft to bring the energy and emotional connection of a concert directly into viewers’ homes as part of the RE:Surface initiative.
Working alongside creative and production partners Critical Hit and Hello Charlie, I oversaw the entire process from concept development to live execution. This included coordinating remote performance capture, integrating Microsoft Surface technology into the creative narrative, managing the technical streaming infrastructure, and ensuring a seamless, high-quality delivery across platforms. The collaboration between agency, artist, and production teams demonstrated how cutting-edge technology could enable authentic, emotionally resonant music experiences even in isolation.
The RE:Surface live stream premiered as a blueprint for the future of digital performance, showcasing Microsoft Surface as a creative tool for artists and reinforcing Edelman’s ability to produce high-impact virtual experiences for global brands. The activation generated widespread media attention and positioned both Jade Bird and Microsoft as innovators in the evolving landscape of live digital entertainment.
