The Company
Microsoft is a global leader in software, cloud services, and consumer electronics. As an agency-side creative partner, I collaborated directly with their in-house team to develop digital campaigns for various product suites.
All work was completed while with Haddad & Partners, acquired by PureRed by 2023, and then acquired by ITG in 2025.
The Project
I led the creative vision and execution for Microsoft’s international, multi-channel campaigns, across interactive display, social media, and video ads. I oversaw the entire creative lifecycle, from strategy development and concept pitching to hands-on execution and asset production.
Our data-driven, iterative testing approach delivered significant revenue growth for Microsoft. The success of these campaigns expanded our partnership, generating over $10M annually and ultimately leading to our agency’s acquisition.
Campaign Impact
Each year we produce a highlight reel showcasing our delivered campaigns from each line of business for Microsoft, featuring ads across display, paid social media placements, UGC for TikTok, and more.
In 2024 alone, our 22,000 assets reached 45 markets and were translated into 23 languages across 10 platforms.
Data-Driven Creative
We drove performance for Microsoft through a data-driven, iterative testing process. We used past campaign metrics to inform new creative decisions and continuously refined our designs, from color palettes and layouts to tone of voice and calls-to-action. This test-and-learn approach allowed us to push creative boundaries while ensuring every campaign delivered measurable results.
See how we optimized creative through iterative testing in the video below.
Azure Migration Campaign
Based on the key insight that IT decision-makers prioritize trust and peace of mind during cloud migration, this campaign framed the process not as a complex, technical task but as a secure, well-planned journey, paired with aerial views of landscapes—highways, crosswalks, and intersections—that implied movement and a smooth transition.
This global campaign was a resounding success, achieving a 20% increase in qualified leads, a 5% lift in landing page conversion rates, and a 15% higher click-through-rate (CTR) on our interactive banners compared to previous campaigns.
Microsoft Teams Campaign
This was an ongoing, evergreen video campaign designed to highlight the core benefits of Microsoft Teams through social and display ads. As product updates were released, we collaborated closely with the client to translate new features and complex benefits into compelling, short-form video ads.
Microsoft Defender Campaign
We drove downloads of the Microsoft Defender app for modern parents by blending native-feeling UGC footage with informative app demos. This campaign used a deliberately unpolished, organic look—a style that had previously tested well with this audience—and included an on-site talent shoot.
Extending the Microsoft Brand
My team and I have created hundreds of thousands of assets for Microsoft across a wide range of products and campaigns. This gallery demonstrates our ability to adapt to different brand styles, platforms, and objectives.
Design: Catina Cricco, David Sandoval, Brianne Rowe, and Fred Cousins.
Animation: Anna Stylianidou, Titos Agathangelou, Adam Mills, and Maciej Miszkiel.
Project Management: Sara Vogel and Paul Raimondi.
Copy: Shoshana Tyler and Kristen Melesky.