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.
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.
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.
Photography
Photographer: Charlie Schuck
Art Director: Arielle Casale
Line Producer: Kyle McGuiness
Props: Maggie DiMarco
Stylist: Heather Newberger
Retouching: Tomika Davis
Photographer: Charlie Schuck
Art Director: Arielle Casale
Line Producer: Kyle McGuiness
Props: Maggie DiMarco
Stylist: Heather Newberger
Retouching: Tomika Davis
BUCK
Group Creative Director: Thomas Schmid
Executive Producer: Russell Greene
Associate Creative Director: Ana Gomez Bernaus
Art Directors: Arielle Casale, Twisha Patni
Producers: Luke Proctor, Mark Groeschner, Melissa Louis-Jacques
Associate Producer: Nina Randall
Head of Strategy: Marla Moore
Copywriter: Charlie Short
Group Creative Director: Thomas Schmid
Executive Producer: Russell Greene
Associate Creative Director: Ana Gomez Bernaus
Art Directors: Arielle Casale, Twisha Patni
Producers: Luke Proctor, Mark Groeschner, Melissa Louis-Jacques
Associate Producer: Nina Randall
Head of Strategy: Marla Moore
Copywriter: Charlie Short
Design Team
Designers: Darius Maghen, Emilia Tonello, Javier Tommasi, Nachei Sánchez, Seba Morales, Simon Ronnerdag, Jesseter Wang
Designers: Darius Maghen, Emilia Tonello, Javier Tommasi, Nachei Sánchez, Seba Morales, Simon Ronnerdag, Jesseter Wang
3D Team
Head of 3D: Bill Dorais
3D Supervisor: Hogan Williams
3D Lead: Shane O'Hara
3D Animation Lead: Taylor James
3D Designers/Animators: Cesar Barbosa, Danesh Taraporevala, Jesseter Wang
3D Animators: Andy Hahn, Daniel Marin, Duncan DeMichiel, Gabriel Barbosa, Isaac Taracks, Pier Paolo, Will Burkart, Adam Webber
Head of 3D: Bill Dorais
3D Supervisor: Hogan Williams
3D Lead: Shane O'Hara
3D Animation Lead: Taylor James
3D Designers/Animators: Cesar Barbosa, Danesh Taraporevala, Jesseter Wang
3D Animators: Andy Hahn, Daniel Marin, Duncan DeMichiel, Gabriel Barbosa, Isaac Taracks, Pier Paolo, Will Burkart, Adam Webber
Compositing
Compositor: Navid Bagherzadeh
Compositor: Navid Bagherzadeh
Technical
Creative Technology Director: Cameron Browning
Technical Directors: Ben Rohel, Jens Lindgren
Creative Technology Director: Cameron Browning
Technical Directors: Ben Rohel, Jens Lindgren
Microsoft
Creative Director: Samuel Clarke
Creative Director: Samuel Clarke
Ditroit (3D)
Creative Director: Salvatore Giunta
Creative Producer: Irene Costantini
Designers: Claudio Gasparollo, Alessandro Nobile, Matteo Nicoli, Marco Serracca, Alessandra Sartori, Mantas Bardauskas, Davide Rubini, Steward Lupercio, Pietro Furbatto
Creative Director: Salvatore Giunta
Creative Producer: Irene Costantini
Designers: Claudio Gasparollo, Alessandro Nobile, Matteo Nicoli, Marco Serracca, Alessandra Sartori, Mantas Bardauskas, Davide Rubini, Steward Lupercio, Pietro Furbatto