Design Videos — Storytelling Through Motion
Project: Driving high-impact motion storytelling to showcase Outlook’s design evolution for Marketing and Microsoft Design.
Situation
Outlook’s design evolution needed compelling visual storytelling to communicate the value and intent behind the product’s modernization to both internal stakeholders and external users. The challenge required creating emotionally resonant motion content that would effectively showcase the design team’s strategic thinking and execution.
Business Context: The visual and product refresh required marketing support through high-quality storytelling that would highlight design coherence, craft excellence, and system-wide alignment across the modernization initiative.
Task
As hybrid Art Director and Assistant Producer, I owned the complete narrative strategy, UI asset creation, and creative execution for design storytelling videos. My responsibility was to translate complex design concepts into compelling visual narratives that would resonate with diverse audiences.
Action
Strategic Narrative Leadership: Developed compelling storylines that clearly communicated product vision, design rationale, and end-user benefits. Focused on creating engaging messaging that would resonate across different audience segments while maintaining design integrity.
Asset Excellence: Curated and prepared high-fidelity UI visuals with meticulous attention to detail, ensuring screen flows were accurate, brand-aligned, and optimized for motion graphics. Applied high standards throughout the visual preparation process.
Creative Direction: Directed comprehensive creative elements including music selection, motion style, 3D components, transitions, and theming. Ensured all creative decisions aligned with product tone and Microsoft Design standards while maintaining narrative coherence.
Cross-Functional Collaboration: Managed complex collaboration with Microsoft Design motion team, facilitating efficient review cycles and maintaining stakeholder alignment throughout production. Took ownership of communication and project coordination.
Quality Leadership: Ensured rigorous accessibility compliance and brand alignment, meeting Microsoft Design’s quality benchmarks while delivering on time and within scope.
Results
Industry Recognition: Videos achieved widespread praise across the company and publicly, establishing them as flagship storytelling assets for the new Outlook experience. Content became reference standard for design communication excellence.
Strategic Communication Impact: Successfully strengthened product narrative for both internal and external audiences, creating meaningful alignment between marketing objectives and design goals while improving stakeholder understanding.
Platform Success: Content showcased across multiple high-visibility Microsoft platforms including marketing sites, design blogs, and internal keynotes, significantly expanding reach and impact beyond initial scope.
Creative Leadership: Established new standard for design storytelling through motion graphics, successfully blending clarity, emotional resonance, and craft excellence. Work became template for subsequent design communication efforts.
Organizational Visibility: Measurably increased internal recognition of Outlook Design team’s strategic thinking and creative capabilities, contributing to improved cross-team collaboration and executive engagement.
Featured Work:
Outlook | a Microsoft Design video