The Man Behind the Viral Surface Tablet Video
He doesn’t have a high school diploma. Or a film school degree. But what Caleb Slain, who attended Compass Academy for Cinematic Arts (located in the same building as i3 Business Solutions), does have is a viral ad spot created for the world's largest software corporation.
Doors are opening this summer for Grand Rapids native Slain, 22, whose promo video for the new Surface tablet from Microsoft has generated about 6.3 million views on YouTube.
“It’s a good legitimizer,” said Slain, who connected with the software giant on the Surface ad spot by networking on the film festival circuit.
Microsoft essentially snubbed its standard advertising partners for the launch of the Surface tablet, the company’s answer to the popular Apple iPad.
The one-minute video, which Slain co-directed with Seattle-based Keith Rivers Films, wasn’t made to be a viral hit. This kind of promo video is meant for trade shows, but Slain’s ad is an exercise in brutal minimalism.
It’s pure mood and feeling, a departure from standard Microsoft ad style, which has tended to emphasis the human side of computing, notes the LA Times, which called the spot a potential “home run” when it landed in June.
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~ Michael Ritsema, i3 Business Solutions, llc ~