Project Info
As the Sr. Art Director, I led the Edge campaign from concept to launch—driving creative vision across internal teams and external partners to deliver a compelling video series spotlighting Microsoft Edge’s new AI-powered features.
Externally, I led the creative collaboration between our agency partners, Related and NotReal, concepting photography, b-roll capture, and the production of a series of beautifully animated videos. Each story follows various friends using Copilot to navigate everyday moments through the story of "Don't you wish..."—from comparing prices while shopping, planning epic trips, and discovering new recipes to hosting the ultimate Friendsgiving.
The campaign was designed to excite, educate, and connect with Gen Z and Millennial audiences—showcasing how Edge’s AI tools seamlessly enhance life’s most relatable experiences.
Created in-house for Microsoft, Creative Studio - Consumer Marketing._______
MICROSOFT
Creative Studio Director: Samuel R. Clarke
Sr. Art Director: Michelle K. Lin
Producer: Maria Andreotti
Copywriter: Shelagh Walsh
Art Director: Joshua Kirsch
Motion Designer: Mick Junko
EXTERNAL
Photo/video:
Creative Director: George C. Lewis
Agency: Related
CGI, design and animation:
Creative Director: Milton Gonzalez
Agency: NotReal.tv
Value Prop Video
The sizzle reel showcases Edge’s latest AI-powered features, each designed to make everyday tasks smarter and smoother: tab grouping for streamlined browsing, built-in coupons and price comparisons for savvy shopping, AI summarization for faster insights, and Designer for effortless creativity.
Told through the experiences of a vibrant group of friends, the campaign sparks curiosity and connection and invites viewers to explore how Edge’s intelligent tools can elevate their routines, fuel their passions, and inspire a more empowered way of living.
A smarter way to shop
With AI in Edge, Copilot uncovers coupons, tracks price drops, and compares across sites—so you can finally click “add to cart” on those shades you’ve always wanted.
A smarter way to create
With AI in Edge, creating the perfect eye-catching flyer for your summer block party takes minutes—not hours. Easy.
A smarter way to do
Edge makes trip planning effortless. Use AI features such as tab grouping, and split screen to stay organized and make decisions faster—wherever you are.
A smarter way to find
Let Edge’s AI features do the heavy lifting as Copilot can sort through the clutter and find recipes that match your needs, so you can spend more time doing what you love.
Select Photography
A collection of photography used across advertising.
Select UI screens
A collection of beautiful animations created with the talented team at NotReal to use across marketing for Edge.
