Microsoft, CoPilot

Be the Pilot, Everyone Can

Agency / Production
Tag, Koto, Panay

Creative Directors:
Annalise Yuri Murphy, Julien & Michael

Art Directors:
Adrian Cooper, Jia Chen, Pau Rodilla, Rosana Moreno Vergedeur

Copy:
Samantha Friedman

EP:
Avi Walsky

A massive, data-driven mid-funnel engine turned an established global launch into a highly targeted, audience-specific conversion tool across every digital touchpoint. Stepping in to architect and direct the modular production strategy, I engineered a hyper-efficient creative system that scaled across channels to deliver over 12,000 customized, performance-forward assets without losing an ounce of visual premium.

We separated the creative into Business and Consumer campaigns, writing prompts, stories, and taglines that highlight AI’s functional features, while injecting warmth, wit, and clarity.

Process and Framework: Modular Design Systems
My biggest contribution to the campaign was developing a Modular Creative System to scale high-volume campaigns and maintain consistency across agency partners.

Why It Works:
Modularity transforms one big idea into endlessly adaptable parts, allowing creative to scale fast, stay consistent, and stay relevant to every audience and platform.

  1. Scalable Volume

  2. Audience Precision

  3. Adaptable Tech

  4. Speed & Workflow

Screenshot of a Microsoft 365 Copilot promotional webpage showing a work office with a table full of shredded hay and a man looking at his phone in the background. The text reads: 'Find a needle in a haystack' and a button labeled 'Try Chat now'.
Promotional graphic for Microsoft 365 Copilot featuring the phrase 'Beat writer's block' with a man and a large concrete block on the left, and a chat window showing a task to create an outline from a sales report document.
Promotional image for Copilot by Microsoft with the tagline "Your nerves aren't the boss". Features a woman on stage looking at her phone, appearing distressed, with a speech bubble saying "Help! Stage fright." and a "Download free" button.
Promotional graphic for Microsoft 365 Copilot featuring a man in an office setting using a smartphone, with a large text prompting to find a needle in a haystack and a smaller message about finding a key profit driver in a data file named data.xlsx,
A promotional graphic for Microsoft 365 Copilot showing a woman working on a laptop with a text box overlay containing a filename and icons for editing, '@', and sending. The background is light purple with bold dark blue text that says "Prep smarter
A promotional graphic for Microsoft 365 Copilot with a man smiling at a laptop in a kitchen, encouraging users to find insights in their data and try chat now.
A man in a blue blazer and pink shirt is sitting at a desk with a laptop, in a modern office setting with glass walls and other people working in the background.
A man in a light blue shirt is looking at a smartphone in front of a whiteboard with handwritten notes. The notes include headings like 'The Problem' and 'Our Solution,' with various points written in black and red marker. There is a caption overlay
A man sitting at a desk with a laptop, dressed in a combination of a suit and casual hoodie, against a pink background, with a messaging prompt about tailoring a sales pitch for a tech audience.

Annalise Yuri Murphy

annalise@yurinyc.com

Case Studies
Reel
About

2026 © All Rights Reserved Annalise Yuri LLC

next up »PwC