Microsoft CoPilot AI — Annalise Yuri Murphy

Microsoft Copilot

‘Be the Pilot’ & ‘Everyone Can’ campaigns

Worked closely with Microsoft brand marketers to develop a massive (10,000 asset), mid-funnel campaign for Microsoft CoPilot. We tailored creative for over 24 unique audiences and went live on over 12 separate platforms.

Creative Director - Tag Dentsu

Collaborators: Microsoft, Panay Films, and Koto

Challenge:

Make AI feel accessible and owned by everyday users. Microsoft was late to the market and needed to shift preconceived perception from “assistant” to “co-creator,”. They wanted to demonstrate how CoPilot empowers across both business and consumer domains.

Strategy:

For ‘Be The Pilot’, we positioned users as the pilots of their AI experience and aimed to make the product feel human, playful, and personal.

Each message in ‘Everyone Can’ was tailored for an individual need, whether at work, at home, or in creative flow.

Creative:

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 & FRAMEWORK

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

Brand Toolkits – Brand assets become linked Figma components

Central Playbooks – Story strategy, themes, creative territories

Modular Creative Library – segmented components for reuse

Template Guides – platform-specific rules, specs, and best practices

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.

Scalable Volume
Audience Precision
Adaptable Tech
Speed & Workflow

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PLATFORM SPECIFIC CREATIVE

Platform-specific creative ensures that every message feels native to where it lives, matching the tone, behavior, and visual language of each environment.

When you’re addressing 24 distinct use cases, a one-size-fits-all approach dilutes impact; tailored creative keeps each audience feeling directly spoken to.

By designing platform audience first, every placement becomes purposeful, contextually aware, and performance-optimized.