Microsoft Imagine Cup 2023
Event Branding | Show Concepting
Following the success of the previous year, Microsoft raised the bar for the 2023 Imagine Cup—a global student competition celebrating innovation, creativity, and purpose-driven technology. The goal for this year: make the even feel bigger, bolder, and more human, with an elevated show design and stronger emotional connection to the student stories.
Client
Microsoft Imagine Cup
Services
Creative Direction, Broadcast Branding, Motion Design Oversight, Event Storytelling, Visual Identity Systems, Cross-functional Leadership.
Approach
The early 2020s ushered in an era of change — reshaping our lives and redefining how we live, learn, and connect. Amidst the unpredictability, the enduring spirit of humanity and our profound optimism fueled remarkable innovation. And then came 2023, a year that saw generative AI become a household name, empowering us to transcend our own capabilities and seize new ones. So, for this year’s Imagine Cup, we dove headfirst into the limitless possibilities of AI, inviting our student competitors to unlock a wellspring of inspiration and boldly dream new realities.
Solution
I led the creative vision for 2023 championship broadcast, helping evolve the event into a hybrid live competition how with a more cinematic, editorial look. From branding to show graphic, I crafted a system that celebrated the students’ passion and ingenuity while reinforcing Microsoft’s role as a platform for change. Our work premiered live during Microsoft Build, moments before Satya Nadella’s keynote—making it one of the most visible moments of the year for the brand’s education and developer initiatives.
From sketch to set
Capturing the Journey
As a final touch for the 2023 Imagine Cup, we created a commemorative book for our Microsoft partners — capturing the creative system, key milestones, and behind-the-scenes moments from the full campaign. The book featured highlights from the World Finals, World Championship, and Build stage, along with performance metrics and design details that celebrated the global impact of the show.
