Making Excel culturally relevant for its 40th anniversary by handing it over to creators who treat spreadsheets as a medium for art.
Excel turned 40, with the Excel World Championship as the anchor moment. Microsoft wanted to reach new creative audiences with a brand that’s been part of daily work for four decades.
Make Excel culturally relevant to creative audiences without falling back on tutorials, logo spam or traditional product marketing.
We sourced US creators and briefed them to make highly watchable content powered by Excel’s codes: cells, grids, formulas, and the colour green. Collaborations with creators like Frantic Frames and Janice Journal turned Excel into stop-motion, data-driven, process-forward art.
Turned Excel’s 40th birthday into creator-led art that made a spreadsheet feel cultural.
