Microsoft needed to shift public sentiment on AI and Copilot from abstract/corporate to human and trustworthy — and needed multiple pieces of content that made the technology tangible.

I led creative strategy across Microsoft's Copilot channels, translating a year of Windows/Copilot development into multiple piece of social-native storytelling & content that showed the human craft behind the product, not just the product itself.

One of those pieces of content was that I developed and led a campaign giving creator Alix Earle a behind-the-scenes look at Microsoft's Redmond campus after a year of building with Windows and Copilot — capturing her touring the lab alongside Consumer Chief Marketing Officer Yusuf Mehdi, showing the depth of work behind the software's user experience.