Bringing Microsoft AI to Life

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.

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.

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.

— 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.

— 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.

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.

‘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.

‘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.

‘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.

‘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.”

Here’s a selection of work from Related, alongside brand campaigns we admire for their emotional tone, storytelling craft, and visual poetry. 

‘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.