Microsoft Copilot+ PCs
2024
Microsoft had a big year in 2024, launching their flagship Copilot products into their software and cloud ecosystems. Their next step was releasing a fleet of computer devices with Copilot integrated in them at a hardware level. To announce this groundbreaking milestone, they needed a new, elevated visual identity to match the leap to these new Next Gen AI PCs. A striking new look to not only announce their new product but to bring a visual cohesion to the brand globally at this exciting moment in Microsoft history. To do this, they wanted us to challenge the way they think and operate. No pressure, right?
Illumination
The talented team at Koto spearheaded the creative ideation, developing a concept centered around the theme of illumination through AI. By using natural light as a metaphor for AI, the visuals were designed to portray AI seamlessly integrating into everyday life, illuminating creativity and inspiration.
Collaborating with Koto, Ditroit, and Microsoft, the exploration began on how this theme could be applied to device renders. Inspired by James Turrell’s installations, which infuse spaces with ethereal, colored light, an emotive visual language was developed to bring vibrant life to these sumptuous renders. In this narrative, Copilot, the Microsoft AI, becomes the embodiment of light itself. Its power touches everything, surrounding, penetrating, and binding the galaxy together.
Budapest Lifestyle Photography
After partnering with Koto and creating the visual style of the brand through CG rendering, BUCK was asked to take that thinking further and apply it to a photoshoot. How does this look translate to Copilots+PCs in real spaces? How would it translate to lifestyle photography? These new formats pushed us to further formalize our design thinking.
Expanding the Story
The work went beyond the feature and design renders, the lifestyle photography. We also created and delivered an extensive asset library, a website, 7 short films for lower funnel messaging, naming exercises for their new AI, copy exploration for retail messaging, and a keynote speech to tie it all up with a bow.
7 Films
Each of the seven films in this series highlights a unique feature that elevates the Surface Pro Tablet and Surface Laptop into a new class of next-generation PCs.
