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WINDOWS
Cultivating Connection through Creativity
EMILY ZUGAY
HERE'S TO NEW FRIENDS
Emily Zugay was taking over TikTok with her satirical logo redesigns. While most brands tried to hire her or monetize her attention, we tried to befriend her.
Windows made its first and only TikTok follow, dropped playful comments, and eventually caught her attention. She redesigned the Windows logo with her face on it.
Within 24 hours, her redesign was displayed on the front of the Microsoft flagship store in NYC. The internet went wild, creators chimed in, and fans begged for the “new Windows update.”
Across both channels, the content generated more than 50 million organic views and 8 million engagements. No contracts, no paid collab. Just a genuine, public friendship that showed what happens when a brand taps into creator culture instead of trying to control it.
Case study linked here.
50M+
VIEWS
8M+
ENGAGEMENTS
+1
BESTFRIEND <3
TIKTOK LAUNCH
Superdigital launched the Windows TikTok account with a social-first approach that quickly built a massive following. Our strategy blended owned content, smart creator collaborations, and the rich nostalgia baked into Windows’ history
From playful trends to throwback moments that unlocked childhood memories, we shaped a channel that felt human, self-aware, and culturally fluent. The result was a TikTok presence that didn’t just grow, it became a community millions of people wanted to be part of.
CLIPPY PERSONIFICATION
The team wanted to honor one of Windows’ most iconic and delightfully strange creations: Clippy. So we went all in and commissioned a full, human-sized Clippy costume.
Bringing this omnipresent desktop character into the real world let us lean into the weirdness, spark nostalgia, and create social content that was equal parts chaotic and charming. It became a standout moment that reminded fans why Clippy remains such a beloved piece of Windows history.
CONTENT HIGHLIGHTS
23,800,000+ VIEWS
12,400,000+ VIEWS
11,000,000+ VIEWS
5,100,000+ VIEWS
* For Microsoft Windows by Superdigital™ with Liam Trumble, Thomas Heuerta, Spencer Kupish, Sara Noonan, Biz Hennigan, Caroline Gouguen, and John Tringl
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