Project Info
Working closely with our Creative Studio Director, Samuel R. Clarke, as the Sr. Art Director, I helped lead a dynamic collaboration with both internal teams and external agencies to bring the Copilot+PC vision to life. As a groundbreaking new category, Copilot+PC marked a historic milestone for Microsoft—the debut of the first AI-powered PCs on the market.
To shape the brand’s new identity and global marketing strategy, we worked with with Koto's London office to develop a compelling visual language and narrative based on the idea of "illumination through AI". Building on that foundation, we worked alongside Buck and Ditroit to produce a suite of lifestyle photography and high-end render animations.
We crafted these assets into an experiential experience across Microsoft retail stores worldwide, created promotional videos that are featured on the Surface and Windows channels, crafted an entirely new web experience on Microsoft.com/surface, and featured prominently in CEO Satya Nadella's 2025 Microsoft Build Opening Keynote, where he spoke to the historic milestone of the Copilot+PC launch—not just for Microsoft, but for the future of computing.
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MICROSOFT
Creative Studio Director: Samuel R. Clarke
Sr. Art Director: Michelle K. Lin
Art Director: JJ Miller
Producers: Allie Gibbs, Summer Zimmerman
EXTERNAL
Brand Identity:
Creative Director: Sam Howard
Agency: Koto
CGI, Animation, Web:
Creative Director: Thomas Schmid
Agency: BUCK, Ditroit
Hero video:
Hero video:
Agency: Passerine
The Brand Identity: Illumination Through AI
Working with Koto, we developed a brand identity rooted in the idea of illumination. Inspired by the gradients from the Copilot logo, the idea is that AI helps to seamlessly guide you through your day, from dusk to dawn. Life is brightened through the use of Copilot+PCs, providing a guiding light whenever you need it.
Campaign Hero Video & Photography
In collaboration with the agency Passerine, we created a hero video that tells the inspiring journey of an individual driven by the dream of becoming a runner. With the help of his Copilot+ PC and its powerful features, he not only reaches his goals—but dares to set new ones.
Working with Buck and Ditroit, we developed a colleciton of photography and high resolution product-accruate renders to be used across our campaign and marketing efforts.
Feature Videos
Working with Buck, I led the creative direction for a series of feature videos spotlighting key innovations of Copilot+ PCs. Each video was designed to highlight specific functionalities—such as the iconic kickstand and advanced drawing and inking capabilities of the Surface Pro—through visually engaging storytelling and refined motion design.
Web Experience
Partnering with Buck, I led the end-to-end design of two flagship product pages for Microsoft.com/surface—one for Surface Pro, the other for Surface Laptop. These experiences were crafted to be visually immersive and emotionally resonant, leveraging our newly developed visual identity to showcase the innovation behind Copilot+ PCs. From concept to execution, I focused on narrative flow, interaction design, and art direction to guide users through a compelling digital journey that highlights the next generation of AI-powered computing.
Microsoft Retail Stores
Working with our internal Retail team, we translated our new vis id and campaign imagery, animation and videos across the retail experience around the world.
