Microsoft Copilot + PCs
2024
Microsoft had a big year in 2024, launching their flagship Copilot products into their software and cloud ecosystems. Their next step was releasing a fleet of computer devices with Copilot integrated in them at a hardware level. To announce this groundbreaking milestone, they needed a new, elevated visual identity to match the leap to these new Next Gen AI PCs. A striking new look to not only announce their new product but to bring a visual cohesion to the brand globally at this exciting moment in Microsoft history. To do this, they wanted us to challenge the way they think and operate. No pressure, right?
Illumination
The talented team at Koto spearheaded the creative ideation, developing a concept centered around the theme of illumination through AI. By using natural light as a metaphor for AI, the visuals were designed to portray AI seamlessly integrating into everyday life, illuminating creativity and inspiration.
Collaborating with Koto, Ditroit, and Microsoft, the exploration began on how this theme could be applied to device renders. Inspired by James Turrell’s installations, which infuse spaces with ethereal, colored light, an emotive visual language was developed to bring vibrant life to these sumptuous renders. In this narrative, Copilot, the Microsoft AI, becomes the embodiment of light itself. Its power touches everything, surrounding, penetrating, and binding the galaxy together.
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Budapest Lifestyle Photography
After partnering with Koto and creating the visual style of the brand through CG rendering, BUCK was asked to take that thinking further and apply it to a photoshoot. How does this look translate to Copilots+PCs in real spaces? How would it translate to lifestyle photography? These new formats pushed us to further formalize our design thinking.
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Expanding the Story
The work went beyond the feature and design renders, the lifestyle photography. We also created and delivered an extensive asset library, a website, 7 short films for lower funnel messaging, naming exercises for their new AI, copy exploration for retail messaging, and a keynote speech to tie it all up with a bow.
Links: Surface Pro and Surface Laptop
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7 Films
Each of the seven films in this series highlights a unique feature that elevates the Surface Pro Tablet and Surface Laptop into a new class of next-generation PCs.
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BUCK
Group Creative Director
Thomas Schmid
Executive Producer
Russell Greene
Associate Creative Director
Ana Gomez Bernaus
Art Director
Twisha Patni
Arielle Casale
Producer
Luke Proctor
Mark Groeschner
Melissa Louis-Jacques
Associate Producer
Nina Randall
Head of Strategy
Marla Moore
Copywriter
Charlie Short
Designer
Darius Maghen
Emilia Tonello
Javier Tommasi
Nachei Sánchez
Seba Morales
Simon Ronnerdag
Jesseter Wang
Technical Director
Ben Rohel
Jens Lindgren
Head of 3D
Bill Dorais
3D Supervisor
Hogan Williams
3D Lead
Shane O'Hara
3D Animation Lead
Taylor James
3D Designer/Animator
Cesar Barbosa
Danesh Taraporevala
Jesseter Wang
3D Animator
Andy Hahn
Daniel Marin
Duncan DeMichiel
Gabriel Barbosa
Isaac Taracks
Pier Paolo
Will Burkart
Adam Webber
Jesseter Wang
Compositor
Navid Bagherzadeh
Creative Technology Director
Cameron Browning
Editor
Billy Kostka
Brian Dieck
Cameron Kelly
Marianne Karaan
Talia Mazzarella
Microsoft
Microsoft Creative Director
Samuel Clarke
Windows Producer
Summer Zimmerman
Surface Producer
Allie Gibbs
Director of Windows & Surface
Karina Vivas
Windows Sr. Integrated Marketing Managers
Ricky Cardin
Windows Sr. Integrated Marketing Manager
Kerri Lazur
Windows Creative Project Manager
Katrina Tolentino
Surface Sr. Integrated Marketing Manager
Cara Butler
Surface Sr. Integrated Marketing Manager
Folayo Lasaki
Surface Creative Project Manager
Dena Tobis
Microsoft Art Director
JJ Miller
Microsoft Art Director
Michelle Lin
Audio
Sound Design & Mix
Ambrose Yu
Sound Design & Mix
Joe Basile
Live Action
Art Director
Arielle Casale
Photographer
Charlie Schuck
Line Producer
Kyle McGuiness
Ditroit
Creative Director
Salvatore Giunta
Creative Producer
Irene Costantini
Designer
Claudio Gasparollo
Alessandro Nobile
Matteo Nicoli
Marco Serracca
Alessandra Sartori
Mantas Bardauskas
Davide Rubini
Steward Lupercio