Microsoft CoPilot AI — Annalise Yuri Murphy

Microsoft Copilot

Be the Pilot & Everyone Can

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

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Challenge:

Make AI feel accessible and owned by everyday users. Late to the market and needing to also shift perceptions from “assistant” to “co-creator,” and to demonstrate how CoPilot empowers across business and consumer domains.

Strategy:

By positioning users as the pilots of their AI experience, we aimed to make the product feel human, playful, and personal.

Every message spoke to an individual’s context, whether at work, at home, or in creative flow, while still tying back to a unified brand.

Creative:

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.

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PROCESS & FRAMEWORK

I developed a Modular Creative System to scale high-volume campaigns without losing consistency.

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

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

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 with platform intent in mind, every placement becomes purposeful, contextually aware, and performance-optimized.