Challenge

Pax8 needed a global campaign to promote the introduction of Microsoft’s AI tool, Copilot, and establish Pax8’s marketplace as the best place to purchase it for your business. An important goal was to take some of the fear of the unknown that can accompany AI away and present it as a new and approachable tool.

The campaign had to highlight Pax8 and Microsoft’s partnership and spread awareness to purchase Copilot through Pax8. The campaign would span many months with changing messages, therefore the look and feel had to be versatile. The visual direction needed to consider Microsoft’s Copilot branding while remaining generic enough for different markets and messaging.

Solution

I directed the concept development in close collaboration with our copywriters while considering Microsoft’s visual identity for Copilot to ensure alignment. The final direction used visual cues of Microsoft software solutions such as Teams and PowerPoint and paired them with copy covering relatable scenarios of when to use Copilot as a tool. Through that approach, we took away the ominous fear of AI and showed how it can empower a business’ workforce to increase efficiency.

The result was a campaign that connected well with the modern look of the Copilot identity. It highlighted the different benefits and tools without mentioning them by name to ensure a versatile campaign for longevity.

Company

Pax8

My Role

Creative Director

Services

Global Campaign
Landing Page
Animation

Pax8 became the #1 seller of Copilot globally within the first month of Copilot’s launch and our campaign going live, and maintained the top seller position in North America.