Family Safety App Launch

Family Safety in action, as seen in our animated launch film

Campaign Strategy Creative Direction Animation

Peace of Mind in Your Palm

Discover the strategic foundation and creative vision behind this impactful family safety campaign.

In a year when "together" felt more precious than ever, we set out to show that true peace of mind can fit in the palm of your hand. The Family Safety launch campaign wove together heartfelt storytelling and playful motion graphics to demonstrate how Microsoft's new app keeps loved ones connected, protected, and empowered—no matter where life takes them.

The Challenge

We needed to position Microsoft Family Safety as the go-to tool for modern parents—showing that peace of mind can be simple, intuitive, and deeply human.

My Role

Campaign Strategy & Creative Direction

Agency Partner

Indigo Slate

Timeline

2020

My Strategic Leadership

Explore the key strategic decisions and leadership approaches that shaped this campaign's success.

Narrative Strategy & Leadership

Led cross-functional creative strategy across Microsoft's product, marketing, and creative teams to develop a globally resonant campaign that balanced technological innovation with authentic family dynamics. Orchestrated the delicate messaging framework that positioned Family Safety as a conversation starter rather than surveillance tool, ensuring cultural sensitivity across diverse markets while maintaining Microsoft's premium brand standards.

My Philosophy

Character-Driven Storytelling

Developed Vanessa's journey from age 6-12, showing long-term product value through authentic family conversations

See Vanessa's Journey

Hero Film Writing + Storyboarding

Crafted non-verbal campaign narrative following family of four, pairing app features with healthy parent-child relationships

Watch the Film

Cross-Platform Integration

Architected seamless campaign integration across Microsoft's ecosystem - from in-app onboarding flows to social media, ensuring consistent family-first messaging at every touchpoint

Modular Campaign

Built scalable BoM system spanning digital, social, and in-app touchpoints for global deployment

From Story to Screen

See how creative concepts were transformed into compelling visual narratives and engaging content.

Our animated hero film brought the campaign's characters and core message vividly to life.

Campaign Gallery

Browse through the complete collection of campaign assets, from digital content to print materials.

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The Impact

Discover the measurable results and meaningful outcomes achieved through this comprehensive campaign.

Within weeks of launch, tens of thousands of families adopted the app and shared heartfelt stories of feeling safer and more connected. Social buzz spiked, and tech press praised our human-centric hero film—proof that narrative-driven marketing builds real emotional resonance.

3×

Above benchmark engagement rates

100M+

Total campaign impressions

85%

Brand sentiment increase

Reflection

Learn about the key insights, challenges overcome, and lessons learned throughout this project journey.

As the world came to a screeching halt, we wanted to build something that did more than just roll out a new app, we wanted to fold technology into the family routine. When we launched Family Safety, families were coming to us to share that they used our app to finally get caught up on bedtimes (no more nagging about screen time), that they traded so many "Where are you?" texts for a collective exhale, and that they finally felt like they could all rest easy knowing everyone could be reached with a tap of a button. When we crunched numbers and listened to early feedback, our guiding light did not waiver: design and build with the goal of bringing families together, in the best and most chaotic times, by helping every family feel safe, seen and supported, no matter what unexpected twists life brought our way.

My Role: Narrative Strategy & Leadership, Hero Film Writing + Storyboarding, BoM Architecture Built as a Modular Experience, Which Scaled Across Digital + Social + In-App Touchpoints

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