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.

A woman with multicolored hair working on a laptop at a wooden table in a sunlit room with potted plants, sunlight coming through large windows, and a caption that reads, 'Recap your week with Copilot,' along with the Microsoft 365 Copilot logo.
Microsoft 365 Copilot Tag - MSFT Copilot Video Playbook cover page with dark background and white text.

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.

A collage of presentation slides with text and images. The slides feature questions and statements about life, business, training, drama, travel, and curiosity, with some slides including photos of people, landscapes, and icons.
A collage of presentation slides with text and images. The slides feature questions and statements about life, business, training, drama, travel, and curiosity, with some slides including photos of people, landscapes, and icons.
A table with multiple sections displaying a use case for a presentation template. It includes headers, color palettes, key imagery, answer prompts, icons, and sample data, all laid out in a grid format on a gray background.
Guide for creating Meta Stories and end cards for social media advertisements, including frame safety zones, keyframes with prompts and placements, and mockups of in-situ story previews.

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

Pink promotional graphic with text promoting easy creation, planning, and writing. Contains images of flowers and a chat-like interface with a question about adding more detail.
A woman with short dark hair and glasses smiling while looking at a laptop in a kitchen with shelves of dishes in the background. Overlaid text says: 'Copilot, rewrite this paragraph to make it clearer and more concise.'
Advertisement for Copilot by Microsoft promoting its use as a homework helper, featuring a young woman sitting on a bed using her phone, with a text overlay 'Quiz me on my notes' and a button labeled 'Download free.'
Advertisement for Copilot by Microsoft promoting its use as a homework helper, featuring a young woman sitting on a bed using her phone, with a text overlay 'Quiz me on my notes' and a button labeled 'Download free.'
A man sitting on a bed looking at his phone with a puzzled expression. There is a caption bubble saying, 'I had that dream again. What does it mean?' and text below that reads 'Copilot by Microsoft'.
A man sitting on a bed looking at his phone with a puzzled expression. There is a caption bubble saying, 'I had that dream again. What does it mean?' and text below that reads 'Copilot by Microsoft'.
Online service advertisement with the headline 'Get dating advice on demand' and a photo of a woman and a person dressed as a ghost wearing sunglasses, with a speech bubble saying 'Ghosted? Need advice.'
A woman wearing sunglasses standing behind a person dressed as a ghost wearing sunglasses and a white sheet with a face cutout, in a kitchen setting.
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

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