Legal and compliance professionals are notoriously risk averse about document control—so when the cloud came along, many were wary. Microsoft asked us to ease fears and inspire trust among this important group. We started with an ad that used memorable visuals and direct language to build comfort with Microsoft’s cloud platform. As a follow-up, we worked with Microsoft to create a print/e-book positioning the company as a world leader in cloud safety and data security. Building on the thought-leadership message, we designed a GDPR Kit to help in-house lawyers get organized and deal with the new EU data privacy requirements.