What do you pitch for a 2 billion dollar AI campaign?

A LOT of concepts, that’s what. This campaign was one of the most ambitious I’ve ever worked on, with an equally monumental challenge - create holistic, comprehensive creative concepts that both highlight Copilot’s features and push Copilot as the #1 AI companion in the world.

To do this, we focused the campaign around showcasing Copilot as an engine for empowerment rather than just another answer-machine, creating 4 key positioning taglines that could summarize Copilot’s applications in both B2B and B2C marketing pushes.

The taglines we chose were KEEP MOVING (Ambition over tradition, the drive to change tomorrow), EVERYONE CAN (a leveling of the playing field, the ability to achieve anything), YOU DO YOU BETTER (charting your own course, for the self-starter, the quick-pivoter and the pioneer), and BE THE PILOT (seizing control of destiny, cutting through the chaos).

After 5 rounds of special shoot concepting, including ideation on consistent visual branding, this deck was the result that was sent to Microsoft leadership.