As the Creative Director for Microsoft Social, I managed a passionate and talented team of 15+ creatives responsible for the social presence of the Copilot, Windows, Bing, and Edge brands. Our work reached millions of fans and followers every day across platforms like Meta, TikTok, X and LinkedIn. I’m a creative who believes in moving fast, staying close to culture, and making something memorable even when time and resources are tight. This work taught me to trust my instincts, lean into the fan energy and always, always have fun with it.
Bringing Windows to a new audience
For those of us that came of age in the 90s and 2000’s, the experience of booting up Windows holds a special place in our collective memory. Gen Z, however, grew up with another brand (ahem, Apple) that for them is more ubiquitous—and tired. Therein lies our opportunity. When compared to our more rigid competitor, Windows offers a world of flexibility and creativity without all the pretension.
instagram / X / tiktok
Content Spotlight: Windows Ugly Sweater
Thanks to the Windows brand’s rich legacy, nostalgia continues to be a hit with our fans. So for our 2023 holiday campaign, we put a fresh spin on an old favorite—this time with GenZ in mind. We dropped a holiday “ugly sweater” celebrating Windows’ most beloved Y2K era desktop wallpaper. We went all-in on the early 2000’s—with fisheye lens photography, a QVC-style “Sweater-a-thon” livestreamed on Tiktok and IG, a toll free phone #, and 1 hour of blissful lofi beats for our fans to work to.
Microsoft Edge : from unknown to IYKYK
Edge browser has been one of Microsoft’s fastest growing and evolving brands thanks in no small part to our (very) small mascot, Edgehog. This cute, quirky fella helped us smash engagement benchmarks and established a creative platform to build awareness around new cutting edge features and updates.
instagram / X / influencer content
hello @Copilot
Communicating the benefits of AI and getting customers to believe in its promise is a trillion dollar problem and my team was here for it. We launched the primary social effort to support Copilot, arguably the biggest bet Microsoft has ever made.
instagram / X / LinkedIn
