Role & Challenge
As Creative Strategy Lead, I architected the global launch of Microsoft Family Safety. My remit: position the app as a wellness tool, not a surveillance mechanism; then build the campaign system to scale that message across digital, social, and in-app surfaces.
The product solved a real tension: parents wanted visibility, but kids needed autonomy. We had to reframe safety as connection. The campaign couldn’t feel like a warning; it had to feel like a shared exhale.
We didn't lead with control. We led with clarity.
Orchestration
I aligned product, marketing, and creative teams across five time zones. We used Microsoft’s Campaign Architecture to build a modular system that could flex across cultures and channels. I led the development of the Bill of Materials, ensuring every asset (from hero film to in-app onboarding) reinforced the same emotional truth.
The Build
Narrative Assets
Crafted "Vanessa’s Journey" to show long-term product value. Directed a non-verbal hero film to ensure accessibility and emotional clarity.
Digital Ecosystem
Designed social content, display banners, and in-store activations. Built onboarding flows that reinforced trust.
Localization
Partnered with regional teams to adapt messaging for cultural nuance while preserving brand integrity.
Rollout Strategy
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Teaser
Connection vs. ControlIntroduced the emotional tension.
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Hero Film
Core NarrativeDelivered the story in a universally relatable format.
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Activation
DeploymentAssets across retail, app surfaces, and social channels.
Campaign Gallery
