Bringing Microsoft AI to Life
A STORYTELLING APPROACH BY RELATED
OUR SHARED VISION
To bring Microsoft Copilot to life through emotionally resonant, inclusive stories grounded in the human experience. We want to move away from overly functional or technical narratives and instead focus on what Copilot makes possible in people’s lives — especially in moments of overwhelm, confusion, and transformation.
We position Copilot as a source of support in the ordinary and extraordinary alike.
WHAT WILL SET US APART
Cinematic & Poetic:
We will craft imagery that is as emotionally powerful as it is visually beautiful.
Contemplative, Not Performative:
Our stories will breathe, giving space for nuance, honesty, and inner dialogue.
Unexpected & Unlikely:
Create surprising narratives — stories that don’t match with the person.
Deeply Human:
Our work will be grounded in emotional truth and not tech jargon.
Inclusive & Global:
The stories will reflect a range of cultures, ages, geographies, and life experiences.
Non-Elitist:
Our aim is to create resonance across generations, backgrounds, and ambitions and for all.
We believe the most powerful storytelling in the AI space hasn’t been told yet.
Copilot stands against chaos, confusion, and overwhelm. It gives people permission to pause, process, and let go.
It serves as a "thought space" — a quiet, nonjudgmental companion for reflection, creation, and growth.
A new, emotional behavior we call "verbal braindumping" that Copilot can enable.
The emotional tension: information promised opportunity, but now burdens us. Copilot helps us let it out.
TONE & STYLE
We see this campaign as a love letter to hope — a belief that Copilot can change lives in the most profound and unexpected ways. These will be inspirational stories that help to dispel the mistrust around AI technology by showing it as a tool for empowerment, understanding, and emotional clarity.
We want to show Copilot not as a product, but as a companion — a quiet presence in the background of real life.
OUR STORIES WILL FOCUS ON
— Vulnerability & Emotional Honesty
— Everyday Creativity
— Learning & Re-Learning
— Breaking From Formality & Expectation
— Cultural Nuance & Personal Insight
Each story is an invitation to share — to let it out. The tone is emotionally rich, sometimes raw, always real.
It’s not just how it works, but how it feels.
We’re drawn to using textural visuals from people’s lives — the details of their spaces, gestures, notes, belongings — over which their stories unfold through voiceover or quiet conversation. The result is intimate and layered, almost like a subconscious narration — symbolic of how people use Copilot in the background of their lives and as a physical manifestation of the untapped subconscious.
WE WILL AIM FOR
— Poetic Documentary Realism
— Natural Light & Dreamlike Movement
— Quiet Intimacy & Mythological Mood
— Real People & Not Actors — All Beautifully Observed
A Copilot film should feel like clarity surfacing in the middle of chaos. Like someone finding their voice for their first time.
We want to move beyond surface-level prompts like "What should I wear tonight?" or "What can I cook with what’s in my fridge?" Instead, we’re interested in stories with deeper emotional stakes — moments of friction, transition, or self-discovery.
EXAMPLE STORIES
These are just a few story examples to show the kinds of themes we could explore—there’s so much room for a wide variety of narratives here.
Each story is a quiet arc of transformation — from internal tension to renewed clarity, from noise to connection.
PORTRAIT 1
‘Late Discovery’
A 75-year-old woman just learned she has ADHD. She’s spent a life working, raising kids, managing relationships — and now finally has language for the chaos that followed her. Copilot becomes a quiet tool as she learns how to manage her days, reflect on her past, and even start a blog to share what she’s learned.

PORTRAIT 2
‘The Quiet Struggle’
A stay-at-home dad has just moved to a new city with his family. His partner is working, his young child needs support, and he’s struggling to build a new social circle. The loneliness and pressure are real. Copilot helps him research local community groups, plan small outings, and even journal his emotional experience — a tool for self-connection in an isolating time.

PORTRAIT 3
‘A New Direction’
A coastal fisherman is facing rapid change in his industry. Fewer fish, rising costs, and unpredictable conditions are forcing him to rethink everything. He doesn’t want to leave the ocean — but knows he needs to adapt. Copilot becomes his planning partner: helping him explore new income streams, draft pitches for local seafood subscriptions, and reimagine his business model in a way that sustains both him and the community.

PORTRAIT 4
‘Finding Her Voice’
A quiet 11-year-old girl is graduating elementary school. She’s shy, often overlooked, and has never spoken in front of more than a few classmates. But her school experience means a lot to her, and she decides to push herself to give a speech at her graduation. Copilot helps her draft and rewrite until it feels right, helping with speech prompts so she can practice, records, and watches herself back. On the day, she delivers a moving and powerful speech that has half the room in tears, and afterward, someone says, “We’ve never heard you speak until today — and wow.”

EXAMPLE WORK
Here’s a selection of work from Related, alongside brand campaigns we admire for their emotional tone, storytelling craft, and visual poetry.
MICROSFT
‘The Blind Surfer’
To introduce the Microsoft Adaptive Kit, we partnered with renowned blind surfer and jiu-jitsu black belt Joshua Loya. Centering on his powerful outlook and the way he navigates life with purpose and resilience, we positioned the Adaptive Kit as a subtle but essential enabler—supporting his bold, beautiful, and ambitious approach to living.
NOKIA
‘Maps in Mumbai’
For this Nokia film, we partnered with Mumbai-based writer and cultural voice Mandovi Menon to explore how the Nokia Maps app integrates seamlessly into her fast-paced, curious life. As she moved through the city—chasing stories, meeting collaborators, and discovering unexpected places—we captured how the product supported her need to stay oriented, inspired, and always on the move. The film positioned the technology not as the focus, but as a quiet, essential guide helping her navigate both the city and her creative journey.
FUNCTIONAL HEALTH
‘Fathers Day’
We really admire the Functional Health Father's Day campaign for its emotional, contemplative tone—capturing real life in a way that feels both poetic and warmly human. It reflects the quiet beauty of everyday moments and the depth of connection between people.
(CLICK IMAGE TO LINK TO FILM)

ADIDAS
‘We All Need Someone To Make Us Believe’
We’re also drawn to the Adidas We All Need Someone to Make Us Believe campaign for its voiced narrative, non-literal imagery, and use of quiet, contemplative moments. The long shots and poetic pacing create a sense of emotional depth that lingers—powerful without being overstated.
(CLICK IMAGE TO LINK TO FILM)

AIRBNB
‘Made Possible by Hosts’
We love Airbnb’s Made Possible by Hosts campaign for its focus on real human connection and lived experience. Launched in the wake of the pandemic, it gently shifted the spotlight from the platform to the people—celebrating the personal touches, warmth, and authenticity that hosts bring to every stay. Through real photos and honest stories, it captured the magic of everyday travel and helped rebuild trust by reminding us of the joy in opening doors, sharing space, and creating memorable moments together.
(CLICK IMAGE TO LINK TO FILM)

TEKLA
‘Sacred Places’
We were drawn to Tesla’s Sacred Places Instagram film for its textured, ambient beauty and quiet emotional power. It captures the stillness of meaningful places and the subtle, emotive moments that unfold within them—without relying on heavy narrative or dialogue. The result is poetic and immersive, using natural sound, light, and cinematic detail to evoke a deep sense of connection between people, place, and purpose.
(CLICK IMAGE TO LINK TO FILM)

SYSTEM MAGAZINE
‘Photo Essays’
We also love how System Magazine presents people through a thoughtful blend of portraiture, quotes, and interview segments on Instagram. There’s a quiet intimacy in the way they build each story—balancing striking imagery with personal reflections. It’s a beautiful format that feels well-suited to our own storytelling ambitions, especially if we’re looking to publish our stories in a photo essay style across socials.
(CLICK IMAGE TO LINK TO INSTAGRAM)
