Microsoft launched its official channel on Instagram Wednesday, taking a new approach to telling the company’s story. The channel is launching with a global relay, celebrating people doing amazing things, powered in part by Microsoft technology. These are people who embody Microsoft’s mission to reinvent productivity. The photos will highlight their inspirations, passions and accomplishments, united by the hashtag #DoMore.
The tour begins in Seattle with — what else? — coffee.
Laila Ghambari, crowned “the Best Barista in America,” is the Director of Coffee at Cherry Street Coffee House. Ms. Ghambari serves on the Barista Guild of America, and uses Skype to train baristas around the world in coffee making, entrepreneurship and coffee culture.
Also in Seattle is Dr. Ben Starnes, chief of vascular surgery at University of Washington, who uses 3D printing to enable life-saving surgery on aortic aneurisms.
“Laila and Ben couldn’t have more different professions,” says Rob Wolf, the senior communications manager at Microsoft responsible for the Microsoft Instagram channel. “But both are pushing the boundaries of their craft and redefining what is possible. That is the spirit we aim to celebrate with our Instagram channel.”
To capture that spirit, Microsoft hired photojournalist Justin Bastien to document the journey. Armed with a Lumia 930, his DSLR camera, and a Surface Pro 3 for editing, he will travel to multiple continents to show how artists, inventors, scientists and entertainers are using Microsoft technology to do more and achieve more.
“As the tour goes on, we hope people will add their own examples of how they use our technology to #DoMore,” says Wolf.
Microsoft has quietly become a powerhouse in social media and was recently ranked #2 in social media influence among the Interbrand Top 50 Brands by Klout. The Microsoft brand has a community of more than 10 million on its existing Facebook, Twitter and YouTube channels. The company has a social media community of more than 100 million, including fans of product brands such as Xbox, Skype and Windows.
Follow Microsoft on Instagram, share your stories and enjoy the photos from the tour.
Lead photo: Laila Ghambari, the first person profiled on Microsoft’s new Instagram channel.