THIRDFORM   A BRAND DEVELOPMENT + DESIGN STUDIO
/ BUILT FOR ATTENTION
MICROSOFT
“YOURS TO BUILD”
A campaign showcasing the power of Microsoft’s AI-enabled ecosystem — built for devs, the architects of our reality.







Most developers face a frustrating trade-off: use ultra-specific tools that help them move fast, or rely on broad communities that help them go far. That compromise kills momentum—and kills joy. This campaign pushed back, showing a world where you don’t have to choose.
:15 cutdowns with a focus on trust and innovation.


/info
Graciously invited by Code and Theory to help lead creative and design direction for Microsoft Cloud’s leap into a new era of storytelling — marking the moment true AI integration was spread across their suite of developer tools.

“Yours to Build” reintroduced Microsoft’s ecosystem of Azure AI, GitHub, and VS Code as more than just a set of tools — it reframed the brand as a genuine ally to developers, amplifying their ideas and creative potential.

Perfectly aligning with the “Yours to Build” rallying cry, we created a foundational art direction and design system that appeals to the maker in all of us — blending product and emotion.

Outcome
The campaign was comprised of 21 videos, 33 social assets, 30 retouched photos and OOH — resulting in +37.5% engagement above benchmark, 50M+ views, and boosted Azure conversions by +284%.




/partnerships
Agency: Code and Theory
Client: Microsoft Digital Storytelling Lab
Production: Imagine This

/credits:
Code and Theory
CCO: Craig Elimeliah
Head of Studio: Alex Foster
CD Art: David Drayer
CD Copy: John Figlesthaler
SR. AD: Anthoni Rodriguez
SR. CW: Genny Gonzalez
DOP: Stephen Gariepy
SR. Producer: Janell Faraj
Dir, Business Leadership: Megan Meagher

Imagine This
Director: @its_sharon_chetrit
Photography: @bottwell
Editorial: @whitehousepost
Music and Sound Design: @two_am_music /our role
Campaign Development
Creative Direction
Design Direction
Design
Motion

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