Yours
To Build

The Challenge

Microsoft's developer tools — GitHub, VS Code, .NET, and Azure AI — were each powerful on their own, but fragmented messaging left developers unclear on the full value of the ecosystem. Developers resist being locked in and resist being sold to, which meant the campaign had to earn its audience rather than push at them. The challenge was building a creative platform that felt authentic to dev culture while unifying the broader Microsoft stack into a single, compelling story.

The answer was "Yours To Build" — a campaign that captured moments of everyday dev life fueled by emotion and creativity. Delivered in under eight weeks, it spanned 21 videos, 33 social assets, 30 retouched photos, OOH, and paid placements across CTV, social, display, and audio. The work drove 50.7M video views, a +37.5% engagement rate above benchmark, and a +284% increase in display conversion for Azure Direct.

My Role

• —Joined early as Creative Director to shape the campaign's narrative framework and overall flow
• —Built a proof of concept that became the Phase 1 deliverable — defining the approach, shots, and messaging that would carry the campaign
• —The POC gained strong audience traction, helping secure a significantly larger budget for a full-scale production
• —The final campaign was built almost 1-for-1 on the scaffolding I established, with the agency's post-production team elevating it through motion design, compositing, and editing