Microsoft

“Where ideas collide…”

Microsoft needed to signal to the world that their core tools are free and can work in unexpected ways.

I used deep Gen Z insights to build a fully stacked Toolkit, joyfully chaotic Sizzle reels with custom sound design, and a tightly woven messaging framework.

Year
2025

Client
Microsoft

My process

  • Concept Ideation
    The campaign needed to show authentic ways a grounding idea that encompassed the frenetic personality of our target audience while staying true to the brand.

  • Messaging Framework
    The messaging framework I created guided the sizzle reel script and web assets copy. That means writing: voice and tone guidelines, a script that helped the design team bring the storyboards to life, and application guidelines that specified appropriate channel messaging.

  • Script Development
    Beyond crafting the narrative arc of a group of friends planning a trip while moving seamlessly from app to app, I also made sure the characters, though cursors, had their own identities and motivations by creating personas for each product.

  • "This has been the most successful campaign the WXP team has ever executed. The process was seamless, collaborative, and truly uplifting...This has set a new benchmark in terms of partnership and internal enthusiasm.”

    From the client team