AI for the People - Microsoft Copilot
When other AI companies demonstrate their products, they do so in a structured, sanitized, highly-rehearsed, corporate manner. To demonstrate the new features of Microsoft Copilot, we decided to do the opposite.
Our response was “AI for the People” - a 7 minute unscripted docu-style content piece that tracks the journey of Mustafa Suleyman, CEO of Microsoft AI, through his old home town of London as he shows how Copilot’s new features can help regular people.
The film’s unscripted nature wasn’t a production necessity - it was fundamental to the idea. We embraced flaws, tech unfamiliarity, burnt pies, bird poo, spontaneous moments of inspiration and most importantly let the product demos come from real needs that emerged through genuine conversation and human interaction.
Agency Droga5
Executive Creative Director Mariano Jeger
Senior Copywriter William Halstead
Copywriter Nick Malone
Art Director Nick Peterson
Head of Art Carrie Levy
Group Design Director Jordan Vouga
Global Head of Film Production Ruben Mercadal
Executive Producer, Film Volney Guzman
Senior Music Supervisor Mike Ladman
Music Supervisor Mara Techam
Group Strategy Director Andrew Quay
Strategy Director Soheyla Escher
Group Account Director Elizabeth Federico
Account Director Anthony Gavranic
Project Manager Daniela Alvarado
Client Microsoft Copilot
Mustafa Suleyman CEO, Microsoft AI
Mark D’Arcy CVP, Global Creative Director Microsoft AI
Amanda McKillip Creative Producer, Microsoft AI
Trevor Back Product Manager
Ciaran McCarthy VP, Brand and Global Advertising
Charles Kha VP, Integrated Marketing
Markus Frieske GM, Social & Creators
Allie Gibbs Creative Producer
Samuel Clarke Creative Director
Production Company Object & Animal
Director Aria Shahrokhshahi
DOP Jesse Bronstein
Executive Producer Laura Hegarty
Producer Jack Bradley
Editorial The Assembly Rooms
Editor Andrew Cross
Executive Producer Daniel Breheny
Graphics Animator Felix Roos
Post Production Pundersons Gardens
Executive Producer Thomas Viney
Sound Design I Need Sound
Mixer Maxwell Frith