THE INTRO
Microsoft Education needed a campaign for its most important buying season.
What started as a campaign quickly became something bigger.
Campaign Style Guide
THE CHALLENGE
The brief focused on driving adoption, but the foundation wasn’t there.
Audience, positioning, and voice were still evolving. Without clarity, the work risked becoming another set of disconnected tactics.
Campaign Manifesto
THE APPROACH
Instead of jumping straight to execution, we stepped back and defined the system.
We clarified KPIs, refined the audience and positioning, and established a clear voice and campaign idea that could scale.
Copy Library
THE SYSTEM
We built a comprehensive campaign framework designed to guide execution across channels and markets.
Messaging and copy libraries
Visual direction and photography
Tactical examples across OOH, digital, and in-market activations
This gave teams a clear, consistent way to bring the campaign to life at scale.
Photoshoot
THE EXECUTION
I led the team from concept through production and delivery, maintaining a high bar across creative quality, consistency, and clarity while keeping the work on schedule and within budget.
When additional needs emerged late in the process, I secured the resources to deliver without compromising the work.
London Tube Station Takeover
THE RESULTS
What began as a campaign became the foundation for the brand.
After final review, the client responded:
“These aren’t campaign guidelines. These are our brand guidelines.”
We were named agency of record.
Austin Guerilla Marketing
Paid Media
Additional Paid Meidia
Sales Tools
Social
