Installer fails

I’m following the instructions at RockpiX/install/Windows.iso - Radxa
everything is fine until I poweron to boot. Press del during the bios boot, and select the
USB stick with UEFI boot partition. After a short pause the Windows logo pops up, then quickly disappears and I get a screen on the HDMI which appears to be the built in UEFI boot screen
with yellow text and a Shell>> prompt.

It also does this same thing installing Ubuntu.
any ideas?