Producer + Client Services
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Microsoft

Microsoft 365 Free

Portland, OR

Where ideas collide

The Goal

Reposition Microsoft 365 from a corporate utility to a creative enabler.
Our goal was to build trust with Gen Z by showing M365 as what it truly is at its best: intuitive, open, and empowering. Not a set of instructions, but a set of tools anyone can use to start something new. We aimed to turn curiosity into confidence, and interest into meaningful action.




Client: Microsoft

Agency: Instrument

Team:

ACD: Jessica Kaldem

Design Director: Christoph Reichert

Strategy: Brian Larson

Writing: Melita Little

Design: Michael Wood, Robby Day, Keya Shah

Sound Design: Soft Power Line

Motion: Raphael Pazoumian

2025-2026

My RolE

Senior Producer

our approach

We grounded the work in a core insight: Gen Z creates in chaos, collaborates instinctively, and experiments without permission. Instead of fighting the noise, we leaned into it.

We developed a narrative rooted in real behavior, centering storytelling directly within the UI of Word, Excel, and PowerPoint. By following three power users planning a trip in unconventional ways, we transformed everyday tools into expressive, collaborative spaces. Cursors became choreography. Spreadsheets became canvases. Interfaces became story.

To authentically celebrate unconventional creation, we built the work the same way. We used AI and custom code to generate artwork directly within Excel windows, turning the tools themselves into the medium. The result blurred the line between product and platform, function and imagination.

DELIVERABLES

  • Creative strategy and campaign manifesto

  • 1x Hero film

  • 4x product-focused cutdowns (Word, Excel, PowerPoint, Collaboration)

  • Campaign landing page with WXP signups

  • Social assets and banner, display ads

  • Editorial partnership with VICE Media, including

    • “The VICE Guide to Pitching” content hub

    • Extended reach and audience development

  • Custom AI and code-based creative system generating visuals inside Excel

  • End-to-end project management across concept, storytelling, design, and execution

Client Feedback:

"This has been the most successful campaign the WXP team has ever executed. The process was seamless, collaborative, and truly uplifting. The team is incredibly excited to continue working with Instrument on future campaigns!"

— Lisa Svensson, Sr. Product Marketing Manager @ Microsoft