Role

Senior Copywriter

Context

I was brought in last minute to work alongside Edelman, Assembly, and Microsoft on the tech giant’s inaugural Work Trend Index — The Next Great Disruption Is Hybrid Work: Are We Ready? The report drew on Microsoft Teams data and survey results from more than 31,000 workers worldwide, and found the same thing over and over: the office as we knew it was over.

Contribution

My job was finding the creative idea inside that much data: the argument, the headline, and the moment it actually said something worth sharing. I wrote the executive summary, every trend headline, and the copy underneath — a balance that all three organizations had to sign off on before it shipped.

Outcome

The report gained wide press coverage and was shortlisted for a Creative Data Lion at Cannes Lions — the category for work where the data itself is the creative concept — the same year Microsoft was named Creative Marketer of the Year.