04 / Retail experiences & activations
Copilot+ PC
UAE Launch
- Client
- Microsoft EMEA, Sharaf DG
- Agency
- Promocell LLC, UAE
- Role
- Outsource Creative Director
- Year
- 2024
Objective
To introduce Copilot+ PCs to the UAE market, demonstrating their AI-powered capabilities through an engaging, immersive event.
Concept
“Unlock the Future” underpinned the entire campaign. The key visual imagines Dubai in the year 2124: an AI-shaped world of clean energy, sustainable industry and education without boundaries, with the Burj Khalifa standing tall in it.
Activation
An escape-room activation let visitors discover Copilot+ PC features by solving clues, station by station.
Station 1: Live Captions
On entering the maze, visitors meet a video that is the first clue. The person in it speaks Turkish. The solution is Live Captions: real-time English subtitles, then on to the next station.
Station 2: CoCreate
Visitors use CoCreator on the laptop to design what Dubai might look like in 2124. They start with a simple drawing and use prompts to turn it into a realistic AI-generated image, which is saved to a USB drive and printed for display.
AI-infused mocktails
Four mocktail recipes created with Copilot’s help, each inspired by a Copilot+ PC from HP, Lenovo, ASUS and Microsoft Surface.
