Microsoft
Copilot launch campaign
Introducing a new way to search to hundreds of thousands of Bing users.
I led the development and production of this global launch film to help Microsoft announce the integration of Copilot into Bing. We used charming 3D motion design to take an abstract, complex suite of features and make it feel intuitive, premium, and human-centric, repositioning Bing as something much more than just a search engine.
At a time when the AI revolution was in its infancy, my priority was to find a way to make these new features feel at the same time exciting, understandable, accessible, and unintimidating.
We focussed very intentionally on a range of use cases that would appeal to a broad swath of Bing’s user base, with queries and chats that could intuitively demonstrate the benefits of Copilot without getting too deep in the weeds.
While our art direction – in keeping with Microsoft’s ‘Fluent’ design language – was focussed on projecting a sense of premium craft, I ensured that we injected an element of playfulness into the motion design at every possible opportunity. Everything from the quirky behaviour of the cursor to the subtle bounce of the chat bubbles were instrumental in communicating the friendliness and approachability that this launch demanded.
Made at Monks.