BUCK · Product launches

Microsoft

Surface and Copilot. Two ways to give a product’s capabilities a feeling of their own.

Role

Creative Director

Studio

BUCK

Start with what the product makes possible.

Microsoft has an ongoing relationship with BUCK. I led the Surface and Copilot work shown here, each with a different creative challenge.

Surface asked for a close, tactile view of a physical product. Copilot asked the team to visualize a new experience inside familiar software. In both cases, the creative work began with finding a form for the benefit.

Surface ↓Copilot ↓

Surface

Let the details draw you in.

I wanted the Surface film to feel close to the product, with deliberate pacing and attention to light, texture and sound. My team explored the features through a mix of machined and organic materials, bringing 3D and live action into the same world.

Spectrum lighting gave the film continuity. Color traveled across surfaces and through transitions, connecting individual feature moments into one experience.

Surface launch film

Spectrum light running along the edge of a Surface laptop — Spectrum lighting study

Waves of color carrying the line Dolby Atmos sound surrounds you — Spectrum lighting study

Keys rising out of a green surface, an R&D render — Feature development, typing sequence

A close detail of the Surface chassis, an R&D render — Feature development, typing sequence

Copilot

Show what happens after the prompt.

Copilot brought new creative capabilities into Word, PowerPoint and Outlook. The films needed to give those possibilities a visible form within products people already knew.

I set the premise around the moment after someone writes a prompt. Materials, colors and textures transform as a thought takes shape. My team developed that idea across the applications, giving each its own story while keeping them recognizable as part of the same launch.

Copilot product film

Word surrounded by coral-like shapes blooming out of the page — Hello creation, Word

Outlook framed by a reef of soft colored forms — Hello recap, Outlook

PowerPoint ringed by warm pink and orange shapes — Hello stories, PowerPoint

The Copilot button in PowerPoint on a band of frosted glass — Copilot in PowerPoint

The relationship beyond the work.

A client leader I had worked with through Microsoft later brought the J.P. Morgan Payments challenge to BUCK. The next assignment began with an understanding built on the previous one.

J.P. Morgan Payments →

Credits

Associate CDGuillermo Zapiola

ProducerAdam Hughes

Head of 3DBill Dorais

Art DirectorChris Phillips

EditorCameron Kelly

Creative DirectorDan Gregoras

← All work IBM →