Friendlier Fans with Copilot: A social-first campaign with Microsoft and LALIGA
The Partnership
Microsoft partnered with Hijinx and CMD Agency to develop a campaign video that builds brand love by showcasing Microsoft Copilot in a fun and relatable way.
The goal was to connect with LALIGA fans (and highlight Microsoft’s partnership with LALIGA) by demonstrating how Copilot can help navigate the passionate rivalries that define football culture. The challenge: make the use of AI feel natural and engaging while reinforcing Microsoft’s role in enhancing everyday interactions—all within a tight runtime optimized for social media. Additionally, the campaign needed to feature at least seven different teams, ensuring broad representation while keeping the storytelling concise and impactful.
The WORK
We created a social-first campaign centered around the idea that even the fiercest rivalries can be softened with a little help from Copilot. The team developed a 30-second and 14-second spot featuring seven fictional fans struggling to say something nice about their biggest rivals—until Copilot stepped in to smooth things over.
Balancing humor, efficiency, and team representation, the spots delivered a fast-paced, engaging, and shareable message that showcased Copilot’s usefulness in an entertaining, fan-centric way.
My specific responsibilities throughout the project included:
End-to-End Project Management – Oversaw all phases of the project from pre-production to final delivery, ensuring timelines and objectives were met.
Budget Management – Managed an extremely tight budget, allocating resources efficiently and flexibly, even as casting and creative had to be adapted mid-production. Ultimately came in at budget, leading to greater agency profitability.
Cast Coordination & Management – Led casting efforts, securing talent that aligned with the creative vision and managing their scheduling and logistics.
Line Producer – Managed on-set production, overseeing budgets, logistics, and crew coordination to ensure a smooth shoot.
Post Producer – Supervised the post-production process, working closely with editors and motion graphics teams to deliver polished final assets optimized for social media.
The results
Launched on YouTube in March 2025.