Microsoft Dynamics "My Favorite Coworker" Video

Microsoft Dynamics needed to challenge the perception that enterprise CRM tools were powerful but painful. To reframe the product as unexpectedly intuitive, I co-concepted a short-form video campaign built around understated humor and everyday workplace moments.

Working alongside another creative director and a strategist, I helped define the campaign’s tone, then wrote the scripts and guided performance on set. The humor relied on deadpan reactions to sudden efficiency—letting simplicity be the joke rather than forcing punchlines.

One of the campaign’s defining moments came from an improvised line that I pushed to keep rolling on, trusting the performance over the script. The resulting spot exceeded click-through KPIs and helped establish a more confident, human approach to humor within the Dynamics brand.