I led social for Microsoft brands like Edge, Surface, Microsoft 365 and Copilot. Tech isn’t always sexy, but sometimes it can be spiky. Like when Edge needed to make a bigger splash in culture to cement its spot as top browser. So the most logical thing to do was create a tiny mascot. Meet Edgehog.
Having serious meetings to discuss the procurement, wellbeing and brand alignment of a hedgehog felt insane. Good thing it performed like crazy. And started a conspiracy that Microsoft was buying Sega. Whoops.
Co-creative director: Julia Gramaglia
Associate Creative Director, Art: William Riedel
Associate Creative Director, Copy: Ben Reese
Associate Creative Director, Art: Sam Hendricks
Associate Creative Director, Copy: Rachael Modrcin