MICROSOFT · CREATIVE DIRECTOR, MICROSOFT STORE
I led creative and design strategy for Microsoft Store product launches and seasonal campaigns—connecting film, photography, stores, windows, digital signage, video walls, and online experiences into cohesive omnichannel stories.
Creative direction · Campaign systems · Production · Retail activation
Turn Microsoft’s products and seasonal moments into clear, emotionally resonant customer stories.
Many audiences, products, markets, formats, agencies, production partners, and synchronized launch deadlines.
A campaign could not simply be resized from one channel to another. We created a durable idea, then shaped it for the behavior, scale, and emotional role of each customer touchpoint.
Use briefs and creative manifestos to align the story, audience promise, visual world, and measures of quality.
Connect photography, film, environments, windows, digital content, merchandising, and online experiences.
Lead internal teams, agencies, studios, and retail partners from concept through production and global deployment.
I directed the campaign’s visual narrative across film and photography, grounding the work in the real aspirations and transitions of students. The creative system connected the emotional story to products without letting the technology overpower the people.
The campaign translated a universal milestone into a warm, forward-looking story. Creative direction aligned the brief, film, photography, retail expression, and channel adaptations around a shared sense of accomplishment and possibility.
I led the team in building an expressive seasonal world that felt joyful and human while remaining flexible enough for diverse stores and channels. The manifesto-driven approach kept every execution connected to the same emotional center.
For the Windows 10 launch, we built one narrative across store design, digital signage, video walls, and campaign creative. The coordinated system made the release feel larger than any single asset and gave customers a consistent experience across physical and digital channels.
