Microsoft AI Brand Campaign
AI is the most talked-about technology of the decade — and the most abstract. Our answer was 'See You in the Work': a brand platform that shows how people's unique skills and contributions are amplified with technology, not replaced by it. Our first set of assets partners with the Seattle Seahawks, telling the story of their analyst Brian Eayres, who leverages Copilot in Excel to help his team gain an advantage on the field.
- Role
- GM of Creative — overseeing integrated creative, strategy and design
- Discipline
- Brand Campaign
- Location
- Redmond · Global
- Duration
- Launch + ongoing
Everyone is running AI advertising. Cynicism is high, differentiation is low, and the category has trained people to expect holograms and hype. We had to make Microsoft's AI story credible and specific — about real people whose craft the technology amplifies — without collapsing into a feature tour.
How we got there.
- 01
Built the platform on amplification, not automation: every story centers a person's unique skill and contribution, with technology playing a supporting role in their actual work.
- 02
Launched with the Seattle Seahawks — telling the real story of team analyst Brian Eayres, who uses Copilot in Excel to turn data into an advantage on the field.
- 03
Designed 'See You in the Work' as a system from day one: a hero film, platform films, and creator and social storytelling that can extend to any team, any craft, and any Microsoft AI surface.
Creative leadership across concept, film, and the platform system — partnering with the Seahawks organization to capture Brian Eayres' real workflow, then extending the story across hero film, social, and product surfaces so every asset reinforces the platform idea.
- Platform
- 'See You in the Work' — one brand idea for AI at Microsoft
- Seahawks
- First assets tell the story of analyst Brian Eayres
- Copilot
- Excel turning data into an on-field advantage
- Amplify
- People's skills amplified, not replaced
- GM of Creative — overseeing integrated creative, strategy and designKatie Walmsley
- CreativeIn-house + Los York
- DirectionFloyd Russ
- Production Co.Partizan
- ClientMicrosoft
- PartnersSeattle Seahawks
Microsoft × Formula 1 →
