Overview

Windows and Copilot+ PCs needed a way to connect with Gen Z — a generation that rejects labels, embraces fluid identities, and uses technology as a tool for constant reinvention. Our task was to position Copilot+ PCs as the device that keeps up with that evolution, powering the creativity, experimentation, and play that shape who they become next.

The Story

Every game begins with a simple invitation: Choose your character. One day you’re a seven‑foot green‑haired monster. The next, a stealthy blue cat. The beauty is the freedom to shift, explore, and redefine yourself at any moment.

That’s exactly how Gen Z moves through the real world. They’re students, gamers, entrepreneurs, artists — often all in the same day. Their identity isn’t fixed; it’s a constellation of interests, moods, and ambitions.

“Yours To Define” embraces that truth. Instead of telling Gen Z how to use Windows 11, we let them show us — highlighting how Copilot+ PCs support every version of who they are, from work to play to everything in between.

Approach

We built the campaign around creators whose lives naturally embody duality. Each piece opens with a “Choose Your Character” moment — a playful nod to gaming that mirrors the fluidity of real‑life identity.

Creator‑produced content allowed us to tap into authentic voices and established audiences. Each creator showcased how Copilot+ PCs elevate both their gameplay and one Windows 11 feature that resonates with their world — performance, battery life, Copilot, compatibility.

Superdigital‑produced content filled in the gaps, spotlighting features that matter to the business but don’t always fit organically into creator workflows — security, portability, design. Together, the two streams created a full picture of the device’s power and versatility.

The tone is playful, curious, and rooted in the idea that your device should evolve with you — helping you explore, experiment, and define your future one session at a time.

Output

A multi‑creator campaign featuring six talents — four creator‑produced pieces and two Superdigital‑produced films — supported by paid and organic social. Each asset highlights a different “character” a person embodies and the Windows 11 features that empower that identity, culminating in the campaign line: Windows 11 is Yours To Define.

Role

Creative Director

Team + Agency

Jeremy Cohen - DP
Anthony Forte - Editor
Cailtin O’Malley - Strategy
Ria Madon - Creator Partnerships
John Tringl - Account
Superdigital