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.

The 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,”. The client wanted to demonstrate how CoPilot empowers across both business and consumer domains.

For ‘Be The Pilot’ campaign, 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.

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.