MICROSOFT CLOUD
“YOURS TO BUILD” CAMPAIGN

A campaign showcasing the power of Copilot’s integration across the Microsoft Cloud suite—built for devs, the architects of our reality.

Initial art direction: Weaving brand elements through unique developer POV’s—setting the tone for brand expressions that are always in motion.

Pre-pro decks were ready and the shoot was on but timing and budgets had other ideas so we did our best using licensed footage.

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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.

Graciously invited by Code and Theory to help lead the creative direction for Microsoft Cloud’s leap into a new era of storytelling—marking the moment Copilot was integrated across their suite of developer tools. It was Microsoft Cloud coming out loud, positioning AI as a true creative partner for developers.

Built on the platform “Yours to Build,” the campaign reintroduced Microsoft as more than just a set of tools. It reframed the brand as a genuine ally to developers, amplifying their ideas and creative potential.

In line with the “Yours to Build” rallying cry, we created the foundational system for art direction and asset creation—still in use today.

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Code and Theory
Microsoft Cloud and Enterprise team

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Strategy: Karen Piper

Account: Hannah Elliot, Rehm Jiwa

Production: Janell Faraj, Alex Foster, Sarah Ko

Design: Anthoni Rodriguez, Ricardo Matos

Creative: Genny González, Jesse Potack Motion and edit: Riley Walker, Jon Sontag

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Campaign Development
Creative Direction
Design Direction
Design
Motion

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