The Strategic Pivot
In Spring 2021, the world was navigating a hybrid reality. Microsoft faced a unique opportunity: repositioning Teams from a B2B utility into a consumer platform that could bring families together.
The challenge was perception. How do you take a tool synonymous with "Work Meetings" and "Spreadsheets" and transform it into a space for virtual dinner parties and family game nights? We needed to prove that Teams understood that work and life were no longer separate:they were integrated.
The "Action + Together" positioning framework.
Campaign Architecture
We developed a modular Bill of Materials (BoM) approach. The core construct centered around "Action + Together"—shifting the narrative from "talking" to "doing." Teams wasn't just for chatting; it was for planning, organizing, and experiencing life together.
Modular System
A flexible creative system that mixed and matched across platforms while maintaining brand consistency.
Tonality Shift
Moving from "Enterprise Blue" to a warmer, more human visual language without losing premium equity.
3D Expression
A custom 3D emoji system that brought playfulness to the interface, signaling this was a space for fun.
The Catalyst: "The Power of We"
The campaign needed an emotional anchor. We created a 35-second film that stripped away the UI and focused purely on the human connection that technology enables.
The hero spot airing across global digital channels.
Visual Language & Execution
To support the shift, we introduced a softer, more vibrant visual identity. This included the "Together Mode" innovation—removing the grid to place people in a shared virtual environment.
