Microsoft's architects of tomorrow
New campaign for Microsoft's developer AI platform celebrates the architects of tomorrow, with a bold and cinematic twist.
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Imagine This was brought on board by Code and Theory to produce and direct a powerful new campaign for Microsoft, spotlighting the next generation of coders driving the future of AI with purpose, ethics, and imagination.
Directed by Sharon Chetrit, the campaign features a series of stylized, cinematic portraits that showcase developers from across the US as the creative forces behind today’s most impactful technologies. From bold macro shots to completely custom camera rigs never before seen on set, every frame pushes visual boundaries while keeping storytelling at the heart of the production.
"This was all about finding the heartbeat inside the tech and making it feel alive," says Chetrit. "We approached it like a concert - developers are the conductors, keyboards become pianos, and the simple act of hitting ENTER becomes a rocket launch. It’s a celebration of creativity, flow, and the human hands behind AI.”
Credits
View on- Agency Code and Theory/New York
- Production Company Imagine This
- Director Sharon Chetrit
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Credits
View on- Agency Code and Theory/New York
- Production Company Imagine This
- Director Sharon Chetrit
- Executive Producer Toby Walsham
- Executive Producer Robyn Walsham
- Producer Toby Walsham
- Editing Whitehouse Post/New York
- Post Producer Jassmeen Denny
- Post Producer Ryan Smith / (Executive Post Producer)
- Editor Vee Pinot
- Sound Design Two AM Music Global
- Sound Designer Oliver Stutz
- Audio Post Two AM Music Global
- Audio Mixer Oliver Stutz
- Music Two AM Music Global
- Composer Sean Ross / (Composer)
- Production Services Public Service
- Chief Creative Officer Craig Elimeliah
- Executive Creative Director Alex Foster
- Creative Director David Drayer
- Art Director David Drayer
- Creative Director John Figlesthaler
- Copywriter John Figlesthaler
- Senior Art Director Anthoni Rodriguez
- Senior Copywriter Genny Gonzalez
- Director of Production Stephen Gariepy
- Senior Producer Janell Faraj
- DP Cory Burmester
- Production Service Executive Producer Cameron Goold
- Production Service Executive Producer Jed Thunell
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Code and Theory/New York
- Production Company Imagine This
- Director Sharon Chetrit
- Executive Producer Toby Walsham
- Executive Producer Robyn Walsham
- Producer Toby Walsham
- Editing Whitehouse Post/New York
- Post Producer Jassmeen Denny
- Post Producer Ryan Smith / (Executive Post Producer)
- Editor Vee Pinot
- Sound Design Two AM Music Global
- Sound Designer Oliver Stutz
- Audio Post Two AM Music Global
- Audio Mixer Oliver Stutz
- Music Two AM Music Global
- Composer Sean Ross / (Composer)
- Production Services Public Service
- Chief Creative Officer Craig Elimeliah
- Executive Creative Director Alex Foster
- Creative Director David Drayer
- Art Director David Drayer
- Creative Director John Figlesthaler
- Copywriter John Figlesthaler
- Senior Art Director Anthoni Rodriguez
- Senior Copywriter Genny Gonzalez
- Director of Production Stephen Gariepy
- Senior Producer Janell Faraj
- DP Cory Burmester
- Production Service Executive Producer Cameron Goold
- Production Service Executive Producer Jed Thunell
Imagine This collaborated closely with Code and Theory from early creative to the shoot and final sound mix, employing their multi-disciplinary creative team. “Production doesn’t have to be a grind,” says Toby Walsham, Executive Producer and CEO at Imagine This. “We believe the energy on-set shapes what ends up on screen. We wanted to build something creatively ambitious but make sure everyone had fun doing it - and I think that joy translates into the final work. When people feel inspired, supported, and creatively energized, the results speak for themselves.”
The integrated campaign includes a hero film, social cutdowns, custom music and sound design, and still photography - crafted entirely in-house by Imagine This’s curated talent roster, including Director Sharon Chetrit, Photographer Ben Ottewell, and music/sound by Two AM.
From strategy to post, Imagine This delivered an end-to-end experience, working closely with Code and Theory to align powerful creative with real resonance for Microsoft’s developer audience. “This was the kind of work we love, human-centered stories, told with style,” adds Walsham.
Michel Treff, CEO of Code and Theory says, “‘Yours to build’ embraces developers as individuals and as a community. We wanted to bring them in deeper into all of the tools being unveiled at Microsoft Build and then get out of their way and let them build the future.”
