Client: Microsoft Education

Role: campaign concepting, art direction, social media execution

Campaign

*

Social Media

*

Campaign * Social Media * 

TEACHER APPRECIATION WEEK

Challenge

Microsoft Education needed a social-first hero moment for Teacher Appreciation Week that felt emotionally true with minimal budget.

Solution

Built around the insight that a teacher’s biggest impact happens in quiet, unseen moments, we turned real educator-approved submissions into “micro-memorials” at everyday school spaces.

The hero video extended into interactive social prompts, inviting audiences to share their own teacher stories.

Impact

The campaign became Microsoft Education’s highest-engagement unpaid Instagram post, driving 95.5K impressions, 74K+ organic video views, and a 1.85% engagement rate (27% above benchmark).

It also earned a Shorty Award (Shoestring Budget, 2025) and a Silver ADDY (St. Louis Ad Club, 2026).

Extensions

A wooden plaque on a teal-colored locker wall with a quote about encouragement helping Mikayla attend college. Below it, a black and white card attached to a combination lock describes how a high school counselor helped the person attend college as the first in their family.
Music stand holding sheet music in a room with a music instrument in the background.

Other Work

Display of various Nicotine Pouches from ZYN brand, including flavors like Citrus, Spearmint, and Cool Mint, arranged on a colorful background.
A digital graphic with pink, white, and purple gradient background and a scrolling ticker at the bottom displaying event details.

Microsoft Education | Activation

The image is blank with a solid light beige background and no objects or details visible.
A young woman smiling with her eyes closed, surrounded by people singing in a church setting.

Microsoft Copilot | Activation

TRUST | Campaign

Microsoft Education | Social

ZYN | Social