Microsoft Cloud Social Media GIFs

To support a more expressive social voice, I helped concept and launch a branded GIF library for Microsoft Cloud designed to meet audiences in native social contexts. The work explored how humor and cultural shorthand could live within brand boundaries without feeling forced.

We treated the library as a living system—iterating based on performance data and cross-team feedback rather than one-off releases. The result was stronger, more authentic engagement and more than one billion views within six months, helping establish a sharper and more confident tone across social channels.