MICROSOFT COPILOT, AI
Creative Director
tag, Panay Films, Carat, Koto
Collaborated closely with Microsoft, design agency Koto, production company Panay Films, and Dentsu media team Carat, to create a massive funnel-driven campaign for Microsoft CoPilot. We created a segmented creative campaign by tailoring creative assets for more than 24 distinct audiences, addressing both business and consumer use cases. The campaign unfolded in three phases, producing over 4,000 digital, social, and unique video assets.
As Staff Creative Director, I collaborated with an Executive Producer at Tag to design and lead a modular creative process. I oversaw a 30-person digital creative team and worked alongside two additional freelance Creative Directors.
THE CREATIVE
The challenge was to build a centrifugal branding campaign that encompassed all use cases and functions of CoPilot.
We divided the campaign into two distinct tracks, consumer and business, and crafted prompts, stories, and taglines that highlighted the AI's distinct features while humanizing the messaging with humor.
We maintained the product’s UX/UI and voice, while creating content that resonated with each audience’s use case for the technology. Each digital asset combined AI-generated imagery, produced commercial media, human-written copy, AI-generated copy, and product design elements.
MODULAR CREATIVE PRODUCTION:
During my tenure at Tag, I collaborated with health and tech clients to develop a process we called the Modular Creative Process. This method designs large-scale hero campaigns intended for segmentation and localization.
We extend hero campaigns from the top of the funnel down through middle- and lower-funnel performance creative. This approach customizes targeted digital and social ads while retaining the core of the brand. Our data-driven, customizable performance creative supports updates, sequence messaging, and optimization.
WHY IT WORKS:
Targeted Creative: Audience segmentation and unique case studies
Scalable: Handles a high volume of assets
Cutting-Edge Technology: Integrates Figma with AI components
Batch Approvals
Data-Driven Optimization
MODULAR CREATIVE PROCESS
1.BRAND TOOLKITS
Everyone has seen a brand tool-kit. It’s just a book with all the brand elements.
Standard brand toolkits, sometimes derived from pre-made creative assets and are converted into editable Figma components.
2.CAMPAIGN CREATIVE PLAY-BOOK
Standard campaign guidelines including overarching strategies, themes, and conceptual development. This playbook adds depth to the campaign narrative and guides segmented audience storytelling.
3.MODULAR CREATIVE LIBRARY
Ok this is the fun part. This is where the modularity really shines.
The library organizes campaign creative into components for specific audiences or use cases. The library includes brand and campaign elements as well as tailored art, copy, and media—and identifies components that can be tested and optimized across platforms.
4.MASTER TEMPLATE GUIDES
These Strategic outlines are best practice “bibles”, for each platform and asset type. These guides provide content recommendations, design standards, and media specifications that drive how each modular component comes to life.
Created during campaign development, the library and guides outline necessary components for production..
Copilot - Be the Pilot & Everyone Can
Developed Performance creative for over 24 use cases across digital and social.
