Microsoft Modern
Life Campaign Pitch
Campaign Strategy | Multi-branding Messaging
Microsoft needed a way to speak to personal-use PC customers across three distinct product categories: Surface, Windows 11, and Microsoft 365. The challenge? Creating a unified messaging framework that could align internal teams and resonate externally — without diluting the uniqueness of each offering.
Client
Microsoft
Services
Campaign Concepting, Messaging Strategy, Stakeholder Facilitation, Creative Strategy, Workshop Design, Narrative Development, Multi-brand Alignment.
Approach
I helped lead the creative development of a unified campaign pitch built around a single, human-centric narrative. Working alongside strategists and stakeholders, I facilitated a two-day internal envisioning workshop to drive alignment across marketing, design, and brand teams. Our output included messaging architecture, campaign themes, and high-level creative expressions that showed how Surface, Windows, and Microsoft 365 could show up as one cohesive voice in retail and digital channels.
Process
I collaborated with cross-discipline leads to define the goals of the campaign and identify barriers to alignment across the three product groups. To bridge these silos, we designed a collaborative working session focused on audience journeys, value propositions, and emotional motivators. I guided the creative outputs from the workshop into visual campaign expressions and messaging frameworks, ensuring that each product retained its unique role while contributing to a greater whole. The approach became a foundational tool for Microsoft’s future personal computing narratives.
