What if we stopped talking about what AI can do and started showing how it makes people feel?

Inspired by the internet's obsession with reaction memes, we created "That Feeling When," a campaign that captured the everyday victories Copilot makes possible. Less busywork. More confidence. And the occasional feeling of being a workplace superhero.

By making B2B technology feel human, relatable, and entertaining, the campaign achieved a video completion rate 20% above the benchmark.