Growing opportunity with a developer-first approach
Services
Campaign strategy
Creative development
Copywriting
Content production
and animation
Production design including film and photography
Microsoft has long been a cornerstone of the developer community, offering essential tools like GitHub, VS Code, .NET, and cutting-edge AI in Azure. However, fragmented messaging across multiple products left developers unclear on the full value of Microsoft's ecosystem, especially as they resist being locked into a single platform.
With a leadership position in AI, Microsoft had a unique opportunity to attract developers and retain them by demonstrating the strength of its broader developer stack. Code and Theory crafted a creative platform, “Yours To Build,” showcasing how developers can build without limitations with Microsoft, fostering creativity and enhancing productivity in an authentically resonant way.
“Yours To Build” captured moments of everyday dev life, fueled by emotion and creativity. The intent was to deliver a campaign that drove engagement with richer and more authentic storytelling, creating opportunity for acquisition activity. Early signs indicate this strategy is working. The campaign reached developers via paid placements in CTV, social, display, and audio along with organic social posts. The campaign refresh will launch in coordination with Microsoft Build 2025.
Impact
- 50.7M video views
- +37.5% campaign engagement rate above benchmark
- +284% Increase in display conversion rate for Azure Direct
We chose Code and Theory for many reasons: their strategic thinking, deep understanding of what’s authentic to and resonates with the dev audience/community, and their seamless blend of creative innovation with precision to craft impactful solutions. They’ve helped us drive intended outcomes by merging compelling storytelling with cutting-edge technology, ensuring every step of the campaign is visually arresting and highly effective.
Engineered for speed. Built to scale.
In less than eight weeks, Code and Theory built a high-impact campaign, including 21 videos, 33 social assets, 30 retouched photos, OOH and multiple messaging updates. Close collaboration with our client and production partners kept us agile — navigating obstacles in stride and staying aligned from start to finish. Streamlined workflows and a sprint mentality powered fast, efficient delivery without sacrificing quality or impact.
Code first: Powering a developer-driven mindset
As Microsoft embraced an audience-first strategy, they needed a partner fluent in the developer mindset. With a 50/50 blend of creatives and engineers, Code and Theory was uniquely positioned to deliver an authentic developer voice. We collaborated with Microsoft’s internal Developer Council and our own dev team to uncover insights and fine-tune messaging.
I’d describe Code and Theory as builders because their team is thoughtful about the strategic and XD foundation needed to connect with complex audiences across Windows, Surface, and Copilot web experiences. And then they build off that creatively in intentional, authentic, and unexpected ways. Additionally, I trust Code and Theory to navigate Microsoft’s organization, find solutions, and collaborate with my team and other partners.
Link and launch: the Connection Wall at Microsoft Build
From connecting Microsoft with developers to connecting developers with each other—Code and Theory brought a playful, personalized experience to Microsoft Build. Custom 8-bit avatars captured their coding personas, favorite languages, and go-to tools. Then recommendations based on their goals connected them with fellow builders via LinkedIn.
Pixel-powered alter egos lit up a giant LED wall, and guests walked away with pocket-sized sticker versions. Bold, fun, and unmistakably dev-first, the Connection Wall stood as one of the most popular experiences at Build.
Impact
- 786 avatars created
- 24.5% engagement rate
- 545 total stickers printed