Microsoft’s #OriginalByDesign campaign profiles Kiana Clay—adaptive athlete, entrepreneur, and a force of resilience—showcasing how Microsoft technology helps her defy limits, design her path, and keep pushing forward. It’s a stirring portrait of purpose, passion, and empowerment through tech.
The Formula (That Works at Any Budget):
1. Personal Storytelling = Deep Emotional Engagement
The ad zeroes in on one story—Kiana’s—and lets her voice guide the narrative. We’re not bombarded with features. Instead, we see why tech matters: it empowers real humans to build what matters most to them.
→ Lesson: Lead with a real, inspiring user. Let your product be the silent enabler of their bigger mission.
2. Visual Intimacy = Trust and Authenticity
From slow-motion BMX shots to quiet moments with her sketchpad, the cinematography makes us feel like we’re living Kiana’s journey. It’s not polished perfection—it’s beautifully human.
→ Lesson: Film your customer like a character in a documentary, not a testimonial. Make the viewer feel their story.
3. Brand as the Background = Product Without the Pitch
Microsoft doesn’t interrupt the story with logos or specs. Instead, we see their Surface devices quietly supporting Kiana’s creativity and business.
→ Lesson: The product should support the narrative, not steal it. When your user shines, your brand does too.
4. Consistent Brand Ethos = Strong Identity
This piece fits seamlessly into Microsoft’s larger #OriginalByDesign series. It champions creativity, individuality, and accessibility—core themes they’ve championed across campaigns.
→ Lesson: Stick to a thematic throughline. If every ad tells a unique story under one clear banner, you build brand memory.
Emotion Breakdown:
The ad isn’t trying to make you laugh—it’s here to move you. It taps into resilience, self-belief, and human potential. By the time Kiana says, “If I can help one person with my story, I’ve done enough,” Microsoft doesn’t have to say a word. You already believe in them.
Final Verdict:
Microsoft nails the art of emotional branding here. This isn’t a product demo—it’s a values demo. By showcasing a real creator doing original work with their tools, Microsoft reinforces their brand not as a utility, but as a partner in purpose.
BRAVE-o-meter Score:
B-7 | R-8 | A-8 | V-9 | E-7
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: Microsoft
LinkedIn: Microsoft
