Award: Graphis Photography Awards 2025
The Microsoft Commercial Brand has undergone a remarkable evolution in recent years. To keep our global partners aligned and inspired, we needed a video that could be easily shared—embedded in presentations or sent via email—to showcase the evolution of our visual identities. The reel had to demonstrate how each identity connects with the others and ladders up to the Microsoft master brand, reinforcing the idea of One Microsoft.
Approach & Process
Concept Development & Storyboarding
Our in-house creative team crafted the narrative arc, mapping the progression of Microsoft Cloud, Microsoft Azure, Microsoft 365, and Microsoft Cloud for Sustainability. The goal was to tell a compelling story of transformation with clarity and energy.
Video Production & Motion Design
We designed a seamless visual journey—blending animated typography, product imagery, and dynamic transitions. Each sequence highlighted the innovation, scale, and impact of refreshed brand identities, with pacing and motion designed to spark excitement.
Sound Design & Final Editing
Custom sound design elevated the reel, aligning audio with visuals to amplify storytelling. Through iterative editing, we achieved the right balance of narrative, design, and brand consistency, resulting in a polished, high-energy piece.
By keeping the production entirely in-house, we maintained creative control, deep collaboration, and close alignment with the evolving Microsoft Commercial brand.
Results
The reel reintroduced four revitalized visual identities—Microsoft Cloud, Microsoft Azure, Microsoft 365, and Microsoft Cloud for Sustainability—designed to empower marketers, agencies, and employees worldwide. It quickly became a go-to tool for sharing the story of brand transformation, keeping global teams inspired and aligned with Microsoft’s unified vision.
Our partners embraced the work, using it to spark fresh creative thinking and motivate agency teams to push boundaries in expressive, Microsoft-forward ways.
Creative and Photography Direction - Kelly Anderson
Design - Marcela Vorel
Motion - Thomas Nichols