Online publisher Conversant Media has launched a content-driven partnership with Microsoft for the new Surface Pro 3 on the creative culture website Lost At E Minor.

The Co-Create Series features original content developed exclusively on the Surface Pro 3 by hand-selected Australian creators across a range of artistic disciplines. The true innovative power of the Surface Pro 3 is in the pen that opens up the ability to be creative anytime, anywhere.

The integrated campaign showcases six of Australia’s brightest creative talents – musician and artist Rod Smith (of Firekites and now North Arm), textile designer Victoria Garcia, illustrator James Jirat Patradoon, mural artist Mulga, photographer Michael Corridore, and Twitter Fail Whale creator, Yiying Lu. Each artist is producing original works exclusively for Lost At E Minor and Microsoft, solely using the Microsoft Surface Pro 3 as their creation tool.

The campaign identified individuals who care about productivity and mobility; artists seeking a powerful product that affords them access to their studio setup – anytime, anywhere.

Says Zolton Zavos, Lost At E Minor founder and publisher: “It’s a new medium for most of the artists to work with and one that will stretch their imaginations but also unlock the power of having a creative device at their finger-tips.”

Commercial manager for Conversant Media, Ben Urquhart says of the partnership: “This is the kind of campaign that was set-up for success from the outset. The original content is awe-inspiring and the social engagement results to date suggest this will be a phenomenally successful campaign across all metrics.”

Microsoft commented: “We’re excited to be able to partner with Lost At E Minor, who work with some of the most outstanding, innovative and creative Australian talent. Through the Surface Co-Create Series, the true potential of the Surface Pro 3 as a creative tool has been captured,” said Tina Flammer, surface product manager, Microsoft Australia.

All the custom content produced during the campaign will be amplified socially and will be showcased through a number of bespoke ad units, such as the media first ‘Slate unit’, to further entice the audience with the creative possibilities of the Surface Pro 3 device as a replacement for their laptop.

Beyond media and editorial, Lost At E Minor and Microsoft will host a wrap party for the conclusion of the campaign at which all the work created by the ‘Co-Creators’ will be displayed, enabling the guests to engage with the art and the device on which it was created. This space will then open for the public for a three day gallery allowing visitors to study the inspiriting work created on the Surface Pro 3 to learn more about the device as a creative tool.