Commercial campaign
In response to COVID-19, Microsoft launched a comprehensive campaign that brings together all of its commercial product offerings for the first time, including Azure, Dynamics 365, GitHub, Microsoft 365, Power Platform, and Visual Studio. While many were talking about resilience being key to navigating the challenges we’re all facing, Microsoft wanted to own it.
Microsoft 365
Microsoft 365 was initially launched as a product bundle, including Windows 10 and Office 365, and our the brief was to reposition it as one integrated product. While we were developing campaign ideas, the team needed a descriptor much like Azure’s “the world’s computer” for Microsoft’s CEO to use during an event and “the world’s productivity cloud” was born. Execs fell in love with it and because it was in the wild, that was our new campaign line. But it desperately needed more context to make it relevant. Because personal and organizational productivity look a bit different for everyone, our campaign idea illustrates how the world’s productivity cloud can be anything you want it to be.
Microsoft Teams
We helped launch and support Microsoft Teams with various campaigns over the years, helping it become Microsoft’s fastest growing app ever. I wrote and helped produce the first video below that introduced Microsoft’s CEO to the stage at the launch event. The next video was created in collaboration with Columbia records. And the work after came out a partnership with IDEO, which includes a trailer and video of an exclusive dinner with leaders across industries discussing teamwork and social videos on the dynamics of healthy teamwork and how Microsoft Teams supports it.
Microsoft Office
While Office had been an extremely popular productivity suite for many years, apps within it like Word and PowerPoint had gained more brand equity. We set out to refresh the Office brand and voice and elevate it to a collective experience rather than a collection of products.
Windows
Microsoft was about to reveal the name of the next Windows, Windows 10, and give PC nuts the opportunity to check out an early build through the Windows Insider Program. And they wanted to use Twitter and Facebook to let people know that it wasn't for everyone.