Microsoft
Creative director for social media with a focus on Excel and Copilot. Excel is cool and millions of people love it.
Excel Socials
I weave in and out of content creation, stunts, and creator partnerships for @Excel on Instagram and TikTok.
I joined in October 2025. We launched the account in November 2025. Here are some highlights.
Know Your Sheet
Know Your Sheet is an on-the-street-style game show we launched on the streets of FiDi in Manhattan.
Passerbys and planted guests have to complete a spreadsheet challenge in the time alotted.
We worked with Assembly. I served as internal creative director and co-director on the shoot. I oversaw the concept’s evolution, tonal and visual style, shoot logistics, and edit. On the shoot I directed the whole shebang to make sure we were getting what we needed in terms of storytelling and host and contestant performances.
The series quickly went viral, ammassing over 700k+ views and resulting in over 15k+ followers in the first week of posting.
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Copilot in Excel x NFL
I led videos for the NFL partnership. We created a mix of videos for the website, paid, and organic. I contributed to pre-pro, shoot, and post-pro at varying levels for each of these. I also did real-time social community response during Opening Day.
“Workbook to Playbook” reached 100k+ views on Twitter within 48 hours of posting. Click the top thumbnails below to watch.
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And occasionally I will ghostwrite for execs.
Microsoft Excel World Championship
When I first joined, the Microsoft team had 6 weeks to go from concept to execution at the Excel World Championship.
We ended up executing a “green carpet” experience. I was part of the ideation and production process. My main contribution was leading the content shoot within Microsoft, alongside Assembly as the agency leading much of the concepting and production. My role consisted of evolving agency ideas, ideating and writing additional ideas and scripts, and aligning many internal stakeholders on the full content vision.
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At the event I was a writer-director-talent hybrid. I led many parts of the production, made sure we were getting “the right” content, worked directly with the editors, was on camera when needed for interviews, made content with competitors and a bunch of Excel-adjacent influencers, etc.
Creative direction = gave feedback on concepts, executions, and edits
Writer = came up with the concept and/or heavily evolved it
Director = Main shot-caller behind the camera
Excel Socials
I weave in and out of content creation, stunts, and creator partnerships for @Excel on Instagram and TikTok.
I joined in October 2025. We launched the account in November 2025. Here are some highlights.
Know Your Sheet
Know Your Sheet is an on-the-street-style game show we launched on the streets of FiDi in Manhattan.
Passerbys and planted guests have to complete a spreadsheet challenge in the time alotted.
We worked with Assembly. I served as internal creative director and co-director on the shoot. I oversaw the concept’s evolution, tonal and visual style, shoot logistics, and edit. On the shoot I directed the whole shebang to make sure we were getting what we needed in terms of storytelling and host and contestant performances.
The series quickly went viral, ammassing over 700k+ views and resulting in over 15k+ followers in the first week of posting.
Copilot in Excel x NFL
I led videos for the NFL partnership. We created a mix of videos for the website, paid, and organic. I contributed to pre-pro, shoot, and post-pro at varying levels for each of these. I also did real-time social community response during Opening Day.
“Workbook to Playbook” reached 100k+ views on Twitter within 48 hours of posting. Click the top thumbnails below to watch.
And occasionally I will ghostwrite for execs.
Microsoft Excel World Championship
When I first joined, the Microsoft team had 6 weeks to go from concept to execution at the Excel World Championship.
We ended up executing a “green carpet” experience. I was part of the ideation and production process. My main contribution was leading the content shoot within Microsoft, alongside Assembly as the agency leading much of the concepting and production. My role consisted of evolving agency ideas, ideating and writing additional ideas and scripts, and aligning many internal stakeholders on the full content vision.
At the event I was a writer-director-talent hybrid. I led many parts of the production, made sure we were getting “the right” content, worked directly with the editors, was on camera when needed for interviews, made content with competitors and a bunch of Excel-adjacent influencers, etc.
Creative direction = gave feedback on concepts, executions, and edits
Writer = came up with the concept and/or heavily evolved it
Director = Main shot-caller behind the camera
“EWC Hype Reel”
Creative direction and co-concepting
“Copilot Deep Dive”
On camera talent and creative direction
“Green Carpet”
Creative direction and co-concepting
Creative direction and co-concepting
“Copilot Deep Dive”
On camera talent and creative direction
“Green Carpet”
Creative direction and co-concepting
“Name A Formula”
Writer, director, creative direction
“Hall of Fame Prep”
Creative direction and co-concepting
“Copilot Challenge”
Creative direction
Writer, director, creative direction
“Hall of Fame Prep”
Creative direction and co-concepting
“Copilot Challenge”
Creative direction
Results
1.28m+ organic views
75.9k+ organic engagements
5.94% engagement rate