People of Action - Easton LaChappelle

I had only been with Belief Agency for about a year. Somehow we got connected to one of the members of the central brand team at Microsoft, who informed us that they were evaluating local agencies as a result of an intention to shift towards a more people-centric approach.

When Satya Nadella took over in 2014, Microsoft started to dramatically change it’s marketing focus, going from it’s historical “product as the hero” approach, to one that celebrated the achievements of the customers they serve. Since our focus was rooted deeply in the principles of story structure, we found ourselves in prime position to help Microsoft make this shift. The first project we took on featured a young engineer named Easton LaChappelle.

Easton possessed a natural talent for solving engineering problems along with a huge heart to help people in need. Over a three part documentary series, we got to unpack his journey of creating a 3D printed prosthetic for a girl named Momo, who is the sweetest kid you’ll ever meet.

Watch the three part series below:

This campaign went on to be one of Microsoft’s highest performing digital marketing campaigns to date and represented a seminal moment in the company’s brand expression. Following the success of these stories we launched “People of Action”, where we featured many more incredible people endeavoring to change the world for the better.