Branding / Advertising / Design
Onward: A Global Customer Story Campaign for Windows 11 Pro
Windows 11 Pro for Business needed a campaign that moved past feature lists and product shots to show what the platform actually unlocks for the people using it. The answer was Onward, a globally produced customer story campaign built on a simple insight. Business doesn't stand still, and the right tools give teams the confidence to keep moving forward.
We traveled the world to capture real customers in their real environments, building a roster of voices across the US, UK, Canada, Germany, India, Japan, and Australia. From a Chief Diversity Officer at The Broadway League, to a sake brewing director in Kobe, to a music group IT lead, to founders, project managers, and CTOs across industries, every story was specific, personal, and grounded in how Windows 11 Pro changed the way they actually work.
The creative system was built around a warm, cinematic portrait style and a single repeating headline mechanic, "The confidence to ___," that let each customer fill in their own version of the story. One person had the confidence to create the perfect fan experience. Another, the confidence to make sustainability part of sake brewing. Another, to make Broadway more diverse and inclusive. The structure made the campaign feel both globally unified and individually authored.
Deliverables included 14 individual interview videos, a full portrait library, a long form e-book on how security drives business opportunity, a landing page experience, a sustained LinkedIn rollout with quote cards and customer carousels, a deep library of social and editorial content, and a full banner ecosystem running across global media. Every asset was built from the same visual and tonal DNA, so a LinkedIn post, an e-book spread, and a banner ad all felt like the same campaign speaking with one voice in many accents.