Microsoft Surface unveiled a new campaign line: “Anything But Ordinary.” Our job? Create an integrated brand partnership campaign featuring JuJu Smith-Schuster, Travis Kelce, Von Miller, Marshawn Lynch, and Myles Garrett that showcases what makes each player truly extraordinary on and off the field.

These NFL superstars are more than just athletes. The campaign highlighted what makes them “Anything But Ordinary”—from passions to personalities to business enterprises—and how Surface helps power that originality. The campaign itself was out of the ordinary too, coming to life as long- and short-form video, GIFs, a TikTok challenge, a side-scrolling video game, and even on the streets of Miami for Super Bowl 54.

The campaign also included the first-ever Anything But Ordinary Player of the Year award, given to the player who went above and beyond on and off the field. The award was given out live at the annual NFL Honors award show during Super Bowl week. Fans also got a chance to get into award-giving fun by tweeting thier votes for the NFL’s most extraordinary teams and players.