The brief was to create a social-first campaign that drove conversation and engagement, laddering up to Microsoft’s 50th anniversary campaign theme of ‘Change Needs Makers’. We had to appeal to a younger online audience and bridge the gap between how the media and the industry perceive innovation vs how the audience sees how they can innovate with Microsoft.
Hosted by Shan Rizwan, The Microsoft Changemakers Tour is a showcase of Microsoft-powered creators working towards changing the world over the next 50 years in an interview series that meets them where they’re at, and explores where they’re going next.
The Changemakers are Tyla-Lauren, who uses Microsoft products to promote sustainable fashion, Shania Bhopa, a PHD in public health who has been raising awareness and improving health outcomes for POC children, and Kelsey Russell, a media literacy creator who is working to help younger online audiences improve their critical thinking skills.
We wanted to inspire this generation to create the future with Microsoft. And this series made an impact: 300k+ organic views, 35k+ likes on Instagram and TikTok, and a 12-point brand perception lift on Microsoft as a leader in AI with products made for this audience.
Made at Assembly | 2025