Microsoft needed to generate excitement around Microsoft Build event announcements that would change how developers build for Windows—new app building tools that would work with existing code, more direct customer engagement through widgets and Microsoft Store Ads, and access to over 1 billion users.

The challenge was condensing announcements Microsoft Store reach, AI-powered development, and cloud-native application capabilities into Twitter/X ads that could break through to busy developers.

As copywriter, I crafted social copy that emphasized the core promise: take what you've already built and make it more compelling on Windows while reaching more customers than ever before.