Microsoft Copilot 2025 Digital Campaign Pitch
What do you pitch for a $2 billion AI campaign?
A LOT of concepts, that’s what. This campaign was by far the largest in scope I’ve ever worked on, with an equally monumental task - 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 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.
Porsche - Social AV Piece
Elevating a Century-long Legacy
Building on a legacy like Porsche’s is always a welcome and unique challenge. With many long-standing industries being uprooted in the wake of turbulent markets and new technology, sometimes what’s needed is a simple but effective reminder of of a brand’s cultural scope and impact.
For this piece, we wanted to focus on Porsche’s iconic status in pop culture by leaning into our own wheelhouse of film. To craft this love-letter to the brand, we compiled hundreds of references to Porsche from films spanning the past 5 decades, boiling our messaging down to a single line that says it all: “everyone knows who the real star is.”
With over 300,000 impressions across social media, the piece was a huge hit among both car-lovers and film-lovers alike.
Amazon Prime Video - 2024 Brand Campaign
A plunge into Prime partnerships
This pitch for Amazon Prime Videos Q2 2024 brand campaign was one of the more comprehensive that I’ve worked on - the challenge here was mainly the scope of the needs — we had to find creative, organic ways to approach the company’s upcoming planned partnerships for that quarter, with needs ranging from sports to sci-fi/fantasy/gaming skews and everything in-between.
From copy-driven assets to host reads, custom content, animations, digital stunts - this pitch has it all, and all nestled comfortably under the umbrella of Prime Videos existing branding.
I personally wrote every single concept & copy line in this pitch deck, from copying the voice and tone of podcast hosts Bill Simmons, Colin Cowherd and Dan Patrick, to ideating over integrated digital takeovers that leveraged Prime Videos most popular IPs.
The piece I’ve included is one of my favorite finished that came out of this campaign, using a rug-pull concept rooted in Prime’s Fallout series.
