Microsoft AI Showcase
Six industry masterclasses that turned Microsoft's partner ecosystem into a GenAI story business leaders actually showed up for.
Client
Microsoft, EMEA ISV partners
Year
2024
Role
Principal Designer
Scope
Look and feel, campaign design, web, email, on-set graphics
AI was everywhere. Understanding wasn't.
Most AI content was either too technical to follow or too high-level to be useful. Microsoft needed a series that would hold the attention of business decision-makers and put its ISV partners in front of them.
Elevate the partner ecosystem
Give 23 top-tier ISVs a stage backed by Microsoft's credibility.
Drive qualified leads
Create new sales opportunities for partners and for Microsoft.
Hold attention
Engage CMOs and technical leaders with content worth their time.
One visual system for every touchpoint.
As Principal Designer, I created the look and feel and designed the campaign's graphic pieces, from digital assets to the on-set graphics used during filming. The system had to flex across six industries, 23 partners, and several regions without losing its identity.
About eight weeks from first concept to broadcast. Registration opened April 8; the six events aired May 14–23, 2024.
1. Style creation
Key visual, gradient wordmark and a 3D object for each industry.
2. Review
Creative and copy rounds with Microsoft HQ and field teams.
3. Partner integration
Logos, speakers and content from 23 partners folded into every asset.
4. Production
Show graphics and set, filmed in the UK.
A glass fabric woven from AI knowlege.
Fluid glass forms carry the Showcase gradient across every piece. Each industry gets its own color and a tactile 3D object, so an email, a banner or a lower third reads as Security or Retail at a glance.
Built so partners could run it themselves.
Twelve demand-gen kits gave Microsoft and every partner editable emails, social templates, and execution guides.
A five-step nurture journey and a site with registration and on-demand pages carried people from invite to replay.
Elevate the partner ecosystem.
Big Ideas,
real Impact.
Driven by curiosity and built on purpose, this is where bold thinking meets thoughtful execution. Let’s create something meaningful together.
From screen
to stage.
The same system was moved to the set in the UK, including backdrop graphics, title cards, and motion assets for the prerecorded sessions.
Designing Global Impact
Well past the forecast.
4,800+
Registrants across
six events
38%
Attendee
rate
3.5M
Paid media
impressions
36 min
Average livestream
view time
Half the media budget was focused where it counted.
After a rescheduled launch, paid media went from $60K to $30K and consolidated on LinkedIn. It still delivered 431 conversions at $58.47 each, with a 0.45% CTR.
The Takeaway
When every brand is shouting about AI, clarity is what cuts through. This project wasn't built to promote a technology. It was built to make that technology legible, and that shift, from noise to understanding, is what drove the results.
The Team
Agency — Indigo Slate
Creative Director — Kyleene Finley, Anna Evans
Writers — Taylor Fagan
Principal Designers — Valeria Diaz
Senior Designer — Andrea Sanchez
Motion — Jesse Liebhart
3D Designer - Rory Emmons