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.
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.
