MICROSOFT · CREATIVE DIRECTOR, MICROSOFT STORE
I led the creative and production system behind Microsoft Store’s large-scale digital content—from campaign concept and 4K production through tooling, distribution, and deployment across 83 stores and international flagships.
Creative direction · Content studio · Campaigns · Digital signage
Make Microsoft’s brand and products work across large-scale retail canvases worldwide.
Many surfaces, formats, markets, launches, stakeholders, and a network that had to operate continuously.
The work combined brand storytelling, film and motion craft, operational design, and platform thinking. Every campaign had to feel singular in-store while remaining scalable across a global network.
Compose for scale, sightlines, motion, sound, and the way customers move through a store.
Connect briefs, concepts, shoots, versioning, approvals, localization, and deployment.
Translate product and seasonal campaigns across flagship walls, signage, windows, and store formats.
Creative, retail, technology, and operations leaders worked as one team to build a distinctive global signage network—protecting quality while increasing the speed and reliability of delivery.
For Halo: The Master Chief Collection, the video wall became an environmental storytelling surface. Large-scale motion, cinematic imagery, and immersive sound placed customers inside the Halo universe and amplified the energy of launch day.
For Titanfall, I led the creative direction for a launch experience that extended beyond promotion. Countdown content built anticipation in the weeks before the midnight event; at launch, the video wall shifted into cinematic action and live gameplay. The intent was to make the whole store feel immersed in the game and give fans a reason to gather, watch, and play together.
The creative challenge was to preserve the impact of one launch while adapting it to different video-wall layouts in more than 60 stores. I guided the experience direction across the customer journey and partnered with a specialist production team on the content execution: dynamic countdowns, custom action sequences, and live play shaped for the scale and geometry of each location. The wall could become both a broadcast canvas and a place for participation.
The launch drew fans into a shared in-store moment and earned press attention. Synect’s Titanfall video-wall work received a Digital Screen Media Crown Award.
Digital content and production by Synect Media.
For Microsoft’s first flagship store in New York, the large LED façade became an extension of the architecture and the street. Working with Moment Factory, we shaped a modular creative framework that used photoreal optical illusions and kinetic digital materials to turn the storefront into a living stage. Its visual stories drew on the rhythms, cultures, and energy of Fifth Avenue, while the system could evolve for launches, seasons, and years to come.
Digital artwork and production by Moment Factory.
We virtualized the full product line so teams could preview content and experiences before they reached a physical store. The shared environment reduced cost and rework, improved creative quality, and accelerated decision-making across locations.
For the New York flagship, we built a bespoke Unity-based virtual store that let distributed teams review the environment together and make better content decisions before deployment.
