Microsoft Excel
The Microsoft team had 6 weeks to go from concept to execution at the Excel World Championship. Don’t ask why.
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 basically 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
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 basically 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 impressions
75.9k+ organic engagements
5.94% engagement rate