Author: flatfishpro

Veritas: Ransomware Fears

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REAL TIME FEARS

Fear of losing data to environmental threats or maxing out local storage was vastly eclipsed by a larger danger: Ransomware. In a world where attacks are growing exponentially and headlines of costly breaches, extortion, and downtime have become commonplace—Veritas wanted to make it clear they had a zero-doubt solution for detection, protection, and recovery.

 

Position Veritas as the Leader in Ransomware

Drive the Conversation

Develop a Scalable Platform: Awareness to Demand Gen

EVERY IT HERO DESERVES THEIR WALK-ON MUSIC

For this campaign, the narrative was flipped on its head. Bolstering the day-to-day champions behind the scenes and on the front lines. Because it’s the dedicated IT heroes using Veritas solutions that hold the line—giving notice that Ransomware is the one who needs to be afraid.

ROLL:
Creative Direction, Concept, Art Direction and Scriptwriting

A UNIFIED IT

Targeting three key job titles involved with enterprise data protection —we personified the Cloud Architect, Backup Admin, Director of IT. These three heroes lead the charge in the first wave of social content including short videos and character banners.


BEING BOLD

Combining bold messaging with a striking stencil iconography, this campaign broke through the clutter of a crowded category and introduced prospective customers to the Veritas portfolio of data solutions.

GETTING DOWN TO BUSINESS

Explainer videos that expanded on Veritas’ product benefits were utilized on the campaign web page and throughout Veritas social channels.

RANSOMWARE FEARS THESE WHITE PAPERS

Demand Gen banners were heavily promoted throughout paid and organic media, carrying the campaign spirit driving to next steps and solution based reports. While multi-touch emails were sent to target account lists in key regions.

TAKING THE SHOW ON THE ROAD

The campaign theme seamlessly extended to in-person events—as the bold look and messaging drew in curious IT professionals, and became a catalyst for conversation at AWS re:Invent.

GOING INTERNATIONAL

The Ransomware Fears look and feel was also extended into a series of international conferences promoted through an extensive social awareness campaign.

Meta: Oculus & Facebook AR/VR

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SEEING IS BELIEVING

As a leader in AR/VR, Meta is continually releasing new products and features—many of which are unfinished, or not fully realized. Despite that, the most newsworthy are flagged for the main stage at high-profile events like F8 and Oculus Connect, where expectations run high. Early-stage ideas must come to life quickly, in a way that’s clear, inspiring, and exciting enough to capture the imagination of the world.

 

Future Cast the Experience

Explain the Feature

Pique Interest

THINGS THAT MAKE YOU GO… OOOH

Creating something compelling from virtual thin air required close collaboration with engineers—diving deep into the products to understand their function and intent. From there, I could begin to future-cast the product and transform their abstract ideas into the tangible stories below.

ROLL:
Creative Direction, Art Direction, Scriptwriting & Editorial Review

See. Save. Experience.

Oculus: Save to VR

The AR/VR team was launching a new feature that made it easy to save immersive content like 360 videos and 3D photos from Facebook Feed, to an Oculus library, and then seamlessly experience it in VR later. This video captures that fun and ease of use.

Going Full 360°

RED + Facebook 360: Manifold

RED, in partnership with Facebook 360, developed Manifold—a groundbreaking, first-of-its-kind, 16-lens, 6DoF camera. For its launch at Oculus Connect, we were tasked with two assignments: The first, to create an in-booth video highlighting the camera’s tech specs and form factor; and second, to produce an immersive 360° film that demonstrated the full extent of its revolutionary capabilities.

RED + Facebook 360: The Complex

To fully leverage Manifold’s 360° omnidirectional capabilities, and optimize the experience for Oculus headsets—we scripted a tightly choreographed, one-minute continuous-action sequence featuring over 20 characters and interwoven storylines, all unfolding around the viewer in a dynamic, immersive environment.

TAKING IT ALL IN

With a variety of overlapping storylines to follow, each viewing offered a distinct and unique experience.

RED + Facebook 360: The Wiggle

Excerpts from the Complex were shown in isolation to demonstrate how the Manifold camera gives filmmakers the unprecedented ability to achieve a parallax separation between foreground and background objects.

Make Something Amazing

AR Studio: Camera AR

The Camera AR team was set to release an array of new developer tools at F8. To make their presentation pop, we created a series of 15 short use case videos that combined live action and graphical simulations of the new features and effects.

Metaverse

AR/VR Content Ecosystem

Mixing live action and visual effects, this upbeat video demonstrates how rich content like 360 photos and 3D images can be seamlessly experienced across multiple touch points — from News Feed to AR camera to VR headset. It supported a main stage presentation at F8.

Make the Most of Your Memories

Point Cloud

A “Point Cloud” is a 3D virtual representation of a real-world environment. Facebook AR/VR was working to integrate point clouds with Facebook News Feed and Oculus headsets as an enhanced way to share and experience memories. For its debut at F8, the product team wanted a way that conveyed the emotional power of this upcoming feature.

Toyota: Olympics

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A PEAK OPPORTUNITY

Every winter, the Northern California Toyota dealers partner with Squaw Valley to drive up resort and dealership traffic. It’s a mutually beneficial promotion aligned with the end-of-year push. Typically a routine sponsorship, though in an Olympic year, it carried heightened visibility and elevated expectations across the board.

 

Leverage Partnerships and Build Brand Affinity

Reinforce Toyota’s World Class Reliability

Cultivate Interest and Dealer Engagement

DRIVING HISTORY

In celebrating Lake Tahoe’s deep Olympic roots, I developed this informative docu-style campaign anchored by charismatic Gold medalist, and NorCal native, Jonny Moseley—who brought his own personal charm to this region’s rich history.

ROLL:
Creative Direction, Concept, Art Direction, Scriptwriting and Editorial Oversight

Built On Legacy

The following spots were framed around the themes of History, Firsts, and Persistence — qualities shared by Olympic legends and Toyota vehicles alike.




Freestyling Engagement

We created a social content library featuring Jonny Moseley and mountain-ready Toyota vehicles, combining candid banter with handheld footage. Shared across NorCal Toyota, Squaw Valley, and Jonny’s own channels, the videos showcased his personal take on various vehicles and features, offered behind-the-scenes moments, and highlighted resort conditions—driving strong engagement and boosting brand visibility for both Toyota and the resort.

Above and Beyond

Additional sponsorships featured high-impact placements, including social content, wrapped funitel lifts, and paid media, all driving traffic to a branded microsite with vehicle deals, ticket giveaways, and a live snow cam — further fueling consumer engagement.



The use of Olympic Marks, Terminology and Imagery is authorized by the U.S. Olympic Committee pursuant to Title 36 U.S. Code Section 220506


Veritas: Alta

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(RE)BUILDING A LEGACY

To stay competitive, Veritas consolidated its leading enterprise services into a single cloud-based subscription named Alta. This new sub-brand unified Veritas’ offerings into one streamlined solution and became the centerpiece of their modern transformation—all it needed was a distinct brand identity.

 

Develop a Modern Identity and Brand System

Elevate Overall Brand Perception

Engage and Incite the Sales Team

BUILT TO EMPOWER

I designed the Alta mark to feel more substantial and infused it with a vibrant, modern spirit. This set the foundation for the Alta look and feel, reflecting its position as a reliable, all-in-one premium solution—ultimately bolstering subscriptions and revitalizing the sales team’s enthusiasm.

ROLL:
Creative Direction, Art Direction, Branding & Logo Design

Making The Logo Bigger

To maintain a strong connection to the Veritas identity, I retained its distinct NASA-style letterforms and signature red. I added three stripes to the ‘A’s representing Alta’s core pillars: Data Protection, Application Resiliency, and Governance/Compliance. A tertiary purple blends into the red for a more contemporary feel, adding vibrancy and upward flow to the mark.

The Alta Launch

To introduce the Alta story and have it resonate with our target IT audience, we wrote and produced this high-energy video to premiere at AWS re:Invent.

Building awareness and better defining Alta’s benefits, we developed a series of fourteen distinct product explainers. These videos also helped round out Alta’s new look with a distinct 3D aesthetic. First introduced in the explainers, the distinct style became a defining thread used broadly online, in social posts, as well as extensively adapted throughout Alta’s asset library.

As intended, the new Alta aesthetic was a significant departure from the established Veritas look and feel. To fold the new brand into Veritas.com, the site’s architecture had to be revisited—as a dedicated section was developed, the Alta look and feel was extended further through extensive editorial oversight and additional curated graphics.

Getting Out in the Field

We built out a comprehensive library of social graphics, animations, and out-of-home elements that could be downloaded and distributed across multiple channels by regional sales teams.

ALTA SWAG(ER)

The Alta brand was also adapted in a number of fun and authentic ways, from event giveaways to at-work swag.

Veritas: Conquer Every Cloud

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As a global technology company, Veritas holds large annual events to engage with customers, partners, and analysts. Though when Covid hit, we pivoted to a virtual model and launched Conquer Every Cloud as the identity for our top-tier event that ran for three years. Refining with each year, we strayed from the traditionally stale corporate videos, to create an entertaining and talked about event—developing a humorous through-line and leaning into our talented hosts. To help bring this to life, I developed the branding, and worked on naming, positioning, scriptwriting, and overall creative direction.



Year Three

For the latest Conquer Every Cloud, we were fortunate to have actor and comedian Ken Jeong as our guest host. Leveraging his often brazen comedy approach, we wrote a variety of intertwined segments to thread in-between the more technical portions. Below is a compilation of Ken’s segments, starting with an Oscar worthy cold open.



To make the most of Ken’s participation, we scripted a number of short social teasers. Each one was subsequently released on Ken’s social channels, building a broader interest for the event.



Social media and email templates were developed for global stakeholders to utilize in channel and field markets.



Marketing touchpoints converged to a Veritas event page for the main broadcast, plus seven in-depth technical breakout sessions. The final show and all segments were also available post event, for on demand viewing.



Year Two

The second Conquer Every Cloud featured actor Simu Liu as our good-natured guest host—right off his box-office success with Marvel. For this production we garnered both creative and production control, overseeing the entire event— breaking with tradition to develop a scripted storyline wrapping the event.



We scripted several short teasers for Simu and used them in our social channels.



Year One

The first Conquer Every Cloud, amid the throws of Covid, we partnered with a production company to manage the event. We did not have a formal host, however, it did feature several special guests including; physicist/futurist Michio Kaku, astronaut Scott Kelly, football hall of famer Steve Young, and a live performance by Train.


Veritas: Control Your Data

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This campaign theme was derived from strategic insight into the daily struggles of our target audience; CIO, CTO, VP/Director IT—to handle the ever-growing risk and complexity of multi-cloud data management. The campaign objective was to grab attention to engage awareness and initiate demand.




The simple and compelling value propositions were delivered through a mix of social, display, and video ads—including high-impact video ads on LinkedIn that elevated the storytelling and response for the campaign.




Demand ads were used in retargeting to promote individual content pieces, complementing the awareness ads and providing practical next steps.




The messaging structure and design style of this campaign made it easy to extend across languages and regions. It ran in key markets including France, Spain, Germany, the Nordics, China, Korea, and Japan.




The bold style of the campaign was easily extended into live events and cross-channel​​​​​​​ continuity.


Meta: What’s Happening @

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SAY WHAT

With over 50,000 employees globally, and challenging headlines dominating both news cycles and internal conversation, Meta was open to a new approach to internal communication—something relatable, engaging, and easy to consume.

 

Inform and Entertain

Encourage Participation

Lift Morale and Workplace Culture

WORKIN’ ON AN EPISODE

Working with Internal Comms, I had a lead role in planning, branding, and launching What’s Happening @—an internal hub for company news, cultural moments, and insider perspectives. In its first year, we produced over 100 original pieces of video content across four recurring shows.

ROLL:
Co-Creative Director, Art Director, Head Writer & Editorial Review

THE BLAST

A monthly news show highlighting notable company headlines and key cultural moments — delivered with humor and good cheer by the dynamic host Karl Ryan. The format includes a 1-on-1 interview segment featuring top executives, like Sheryl Sandberg, Nick Clegg, and Adam Mosseri as guests.

INSIDE OUT

This monthly interview-style show was focused on getting to know the many different teams across Facebook and highlighting the innovative, and often unseen, work they do. In each episode we meet the team leaders like Andrew Bosworth, Fidji Simo & Naomi Gleit and key team members, framing their unique story through a distinctive narrative theme.

SAY WH@T?

This light-hearted monthly show travels the world to different offices for a playful Q&A with the people who work there. It’s a fun way to give employees a sense of connection to each other while offering a snapshot of the company psyche in action.

BEHIND THE SCENES

This quarterly show provides an in-depth look at the extensive planning, cross-functional collaboration, and logistical choreography that goes into pulling off large-scale company initiatives, such as the annual F8 and Oculus Connect conferences.

PROMOS, COMMERCIALS & MORE

To sustain engagement on the channel, the WH@ team also produces a steady stream of quick-hit content—this includes promotional videos, GIFs, collateral, commercials for company events, and fun competitions.

To help maximize our reach across Facebook’s internal social platform, we also orchestrated a cross-posting strategy with the groups and teams featured in our shows. We also encourage viewer participation through various initiatives.

Meta: Comms

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Working with Meta’s internal Creative Department, I had the opportunity to partner with a number teams across the company including product, marketing, comms, and policy, to produce a wide variety of video content. My role encompassed creative concepting, scriptwriting, art direction, and editorial review.



WhatsApp for Business

The WhatsApp Business app is used by millions of small businesses worldwide. This video was created to showcase a new set of features specifically designed to serve their needs. The video was localized for multiple regions — this version ran in India.




Economic Impact

The Policy Comms team regularly engages with public officials and their staffs to explore opportunities for collaboration. This video was created to help them communicate the positive economic impact the company has on communities across the U.S.




What is a Data Center?

Meta has data centers located in communities around the world, but there is little awareness at the local level of what they do or the benefits they provide. The Engineering & Infrastructure team wanted a simple, friendly video to help with community outreach.




SEV Is Your Friend

Who doesn’t love a good training video, right? So, when the SecOps team came to us with a request for a training video about SEVs, we seized a golden opportunity to raise the bar. In particular, we looked for ways to infuse humor into our script to liven up the subject matter and make it more memorable. So what is a SEV, you ask? The answer can be found in this SEVen minute training video.




To promote the many informational and community-building programs that Meta makes available to their employees, we produced a steady stream of internal commercials and content, including; holiday videos, podcast, announcements to technical explainers—all from quirky to sincere.


Toyota: Buster

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What’s the SF Giant’s ultimate all-star and nice-guy Buster Posey doing in the Toyota showroom? Making friends and closing deals, of course. We extended the reach of this fun campaign tenfold through social content, Posey Emojis, contests, and tons of in-dealer schwag. How can you not like this guy!



With the most reliable player in the MLB, paired with the all-time reliable auto brand on the market, drawing an analogy between the two wasn’t too difficult. In turn, we extended the “Buster Posey of…” parallel through broadcast, online, and in-dealer marketing.




Directing Buster through an extensive assortment of loopable expressions, I’d like to think, was most certainly the highlight of his career. These gems were distributed online and were used throughout Toyota’s social channels in response to customer comments to Giant’s play-by-plays.



In-park and online ad units were created to help promote Toyota and their local Nor-Cal social channels.

We also extended the Buster campaign into tactical executions and assorted dealer giveaways, including; three-peat foam fingers, pennants, rally flag chamois, foam balls and home plate floor clings.


Fannie Mae: App

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During the COVID-19 pandemic, Fannie Mae looked to develop an app to provide a definitive resource for homeowners struggling to pay their mortgages. The app offered easy-to-follow instructions with a simple user interface. I worked remotely with the copy, UX, and development teams to design the app’s look and feel and help bring it to market.




We wanted to ensure that the experience for users was friendly and easy to use. We accomplished this by using simple and straightforward headlines and wayfinding.




Based on a few initial question, the app would provide a variety of actionable steps and resources. In addition, the app could connect the user with a housing counselor to help find the best solution for the user’s situation.




We continually reviewed color and size for optimal compliance with the strictest ADA guidelines—making sure that the app met the highest standards for accessibility.


Toyota: Get Happy

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Prius has been the number one selling car in California for years, and it’s also number one in owner loyalty—The majority of Prius owners remain loyal to the brand when they buy their second car. However, newcomers to the hybrid category like Tesla, VW, and Honda are starting to steal market share. So we wanted to remind Nor-Cal drivers why Prius drivers are such happy drivers with this whimsical campaign.





These clean Get Happy billboards were peppered up and down the California highways—a serendipitous message for commuters stuck in traffic.



In addition to a series of eye-catching online banners, we developed a number of curated posts with topical content like: “Top 10 Drivable California locations”.



During the campaign run, dealers and service centers gave out bumper stickers and Prius-shaped keychains. The QR code on the keychain gave access to an exclusive “happy”-themed Pandora playlist.



New car buyers were also given a reflective Get Happy sun visor to help spread the joy.


Scion.com

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Scion needed a new site to showcase their upcoming vehicles and focus more on generating dealer leads. I oversaw the extensive redesign, approaching the project with a “three clicks away” philosophy that shaped the UX and design. The final site leveraged their bold campaign imagery, was easily scalable, loaded quickly, and vastly improved users’ brand experience.





The site’s architecture was built to seamlessly showcase ongoing marketing efforts, figuratively reskinning the site, to maintain offline and online brand continuity.




Imagery was always a primary consideration. In turn, we created a full screen gallery experience throughout the site—utilizing every pixel of screen space.



Another key consideration for our redesign was an equal user experience across tablets—requiring an extremely scalable and dynamic code base.



Post launch showed the redesign resulted in a sizable lift in both Build Your Scion configurations and Find a Dealer searches, exceeding the primary ask.