Microsoft Copilot+
Microsoft Copilot+
Client
Microsoft
Scope
Product
Role
Art Director
Year
2024
A cinematic product launch for Microsoft’s new AI-powered PCs, using light as a metaphor for the illuminating power of Copilot.
A cinematic product launch for Microsoft’s new AI-powered PCs, using light as a metaphor for the illuminating power of Copilot.
Campaign
Product
The Launch
Copilot+ PCs marked a major shift for Microsoft: AI was moving beyond software and becoming embedded directly into a new generation of hardware. The launch needed a visual ecosystem that could make that leap feel meaningful and create cohesion across a massive global rollout.
The World
We treated natural light as a metaphor for Copilot, turning intelligence into something atmospheric and intuitive, yet grounded in everyday life. That idea shaped a cinematic system of illuminated environments that reflected morning, daylight, and evening. This balance of emotion and logic scaled across photography, web, films, and launch assets to give Copilot+ PCs one connected visual world.
The Launch
Copilot+ PCs marked a major shift for Microsoft: AI was moving beyond software and becoming embedded directly into a new generation of hardware. The launch needed a visual ecosystem that could make that leap feel meaningful and create cohesion across a massive global rollout.
The World
We treated natural light as a metaphor for Copilot, turning intelligence into something atmospheric and intuitive, yet grounded in everyday life. That idea shaped a cinematic system of illuminated environments that reflected morning, daylight, and evening. This balance of emotion and logic scaled across photography, web, films, and launch assets to give Copilot+ PCs one connected visual world.
