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Microsoft - Brand, Consumer, and Enterprise Creative
Agencies: Ayzenberg, Designit // Roles: Art Director (Photographer, Editor, Animator), Creative and Design Lead - Social
Consumer Product Storytelling
Surface and Windows
Surface is where design and technology meet, and the creative challenge reflects that. The work had to feel premium without feeling cold, innovative without feeling inaccessible. I led social-first campaigns across Surface and Windows spanning paid, organic, and real-time activations — building platform-native creative systems designed for product storytelling at high volume across each social ecosystem. Launch moments, evergreen content, and tentpole activations all had to feel cohesive and on-brand while moving at social speed.
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Windows and Cloud Enterprise
Azure, Microsoft 365, and the Microsoft Cloud
The creative challenge here is one of engagement and fandom. Microsoft's Cloud and enterprise suite (Azure, Microsoft 365, and the broader product ecosystem is technically deep and strategically complex. The work I led at Rational was about making that content engaging, relevant, and real to the audiences who needed to hear it. I developed a social asset creation system that standardized production and scaled output across Microsoft's enterprise social channels, and built high-engagement creative that translated the enterprise narrative into content that connected with real people rather than just informed them.
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Gaming and Consumer Culture
Xbox and Microsoft Store
Xbox is where Microsoft lives closest to culture, and the creative reflects that energy. I art-directed social-first campaigns across Xbox and Microsoft Store — spanning paid, organic, and real-time activations — building creative that had to compete for attention in the same feeds as gaming culture, creator content, and entertainment.
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