Challenge
PagerDuty was preparing to launch CoPilot, its first generative AI product. The challenge was to introduce a complex new capability in a way that felt innovative, approachable, and aligned with the established brand, while creating excitement for both technical users and executive buyers.

Approach
I led creative direction for the launch video in partnership with agency Theo Darling. Together, we developed a storytelling arc that translated the product’s AI-driven value into simple, relatable scenarios. We designed a modern, high-energy visual style that balanced innovation with trust and positioned CoPilot as an intelligent partner for operations teams.

To ensure clarity and consistency, we worked closely with product marketing to align messaging across product, brand, and campaign materials. The result was a cohesive story that made the technology feel accessible and valuable in real-world contexts.

Impact

• Served as the centerpiece of the CoPilot product launch

• Drove awareness and engagement across digital channels and customer events

• Positioned PagerDuty as an early leader in applying generative AI to operations

• Became a reusable creative asset for campaigns, events, and executive storytelling