Author: flatfishpro

Veritas: Ransomware Fears

Posted on by flatfishpro

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

Media Flight

Jan-Mar

Countries

8

Total Impressions

13M

Leads Aquired

2.3K

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

Posted on by flatfishpro

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

Posted on by flatfishpro

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

Posted on by flatfishpro

(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

Posted on by flatfishpro

THE SHOW MUST GO ON

As a global technology company, Veritas relied on large annual events to connect with customers, partners, and analysts. But when COVID hit, those in-person experiences disappeared. To sustain engagement and maintain interest among existing and prospective clients, Veritas needed a virtual flagship event that could fill the gap.

 

Develop a Tentpole Event

Incite Online Interest

Drive On Demand Content

A LITTLE RAZZLE DAZZLE

Introducing the Conquer Every Cloud identity, as a top-tier event, took extensive design, writing and planning. Each element, from social posts to set pieces, was crafted to engage audiences and create a front-row experience—ultimately leading to a strong reception and a successful three-year run.

ROLL:
Creative Direction, Positioning, Art Direction and Scriptwriting

YEAR THREE

For the last Conquer Every Cloud, we brought in actor and comedian Ken Jeong as our guest host. Leveraging his often brazen comedy approach, we broke from event convention writing 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.

SUCH A TEASER

To maximize Ken’s participation, we scripted a series of short social teasers. Each one was subsequently released on Ken’s social channels, building a broader interest for the event. We also created a day-of countdown with Ken leading straight into the Conquer Every Cloud live stream.

Social media and email templates were developed for global stakeholders to utilize in channel and field markets to drive initial interest, participation, and future on demand sessions.

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.

NATURALLY SOCIAL

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: Social Campaigns

Posted on by flatfishpro

WHAT’S THE FREQUENCY, KENNETH?

In an oversaturated B2B landscape, especially on LinkedIn, IT decision-makers, CIOs, CTOs, and VPs are bombarded daily with opinions, stats, solutions, and thought-leadership. It is by far one of the hardest-working feeds. Standing out as a trusted resource requires consistent, and strategic effort to capture attention and stay top of mind. More so, to continue building brand awareness and drive demand without becoming noise.

 

Grab Attention

Build Brand Awareness

Shaping the Narrative

Initiate Demand

CLICK MAGNET

To break through feeds, I created a range of distinct, insight-driven social campaigns—each crafted with a tailored visual approach and messaging. Using bold headlines, vibrant visuals, and simple, impactful storytelling, the goal was always to grab attention quickly and drive meaningful engagement, leading to clicks, downloads, landing page visits, and event sign-ups.

ROLL:
Concept, Creative Direction and Art Direction

Zero Doubt

Zero Doubt represents Veritas’ revolutionary approach to security across its product portfolio—a bold, forward-thinking mindset that demanded an equally disruptive creative expression. To bring this to life, I developed a high-impact campaign theme and leveraged AI to craft a unique visual world—one that felt figuratively “mind-blowing” and unmistakably distinct from anything else in the category.

PROMPT OUTPUT

With Adobe Firefly’s AI tools, I was able to rapidly develop, iterate, and refine concepting for this initiative. What would traditionally require multiple images and mood boards to communicate was distilled into near-final visuals (for social use) within a few hours. Using key black-and-white sketches as visual references and refining prompts along the way, I quickly developed a set of usable assets. This approach not only accelerated creative ideation but also made it easy to extend the campaign.

Social posts drove users to a microsite that offered a quick, digestible overview of the Zero Doubt process, key features, and supporting statistics. The site also included cross-posts to relevant articles, briefs, and overviews, serving as a concise, hub for campaign information.

The overall campaign was localized in seven languages, extending its global reach, and was featured prominently on the Veritas home marquee.

Control Your Data

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.

Media Flight

May-Nov

Countries

8

Total Impressions

11M+

LinkedIn CTR

.39%

Benchmark: .25%

Programmatic CTR

.33%

Benchmark: .17%

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 @

Posted on by flatfishpro

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

Posted on by flatfishpro

GETTING THE MESSAGE

Across Meta, teams like product, marketing, comms, and policy relied on video storytelling to support everything from internal training and dogfooding to hackathons and government policy. While some of these projects had strong backing, many others needed a more resourceful approach to meet the same high standards.

 

Inform and Entertain

Align with Stakeholders

Stay On Budget

FROM INSIGHT TO IMPACT

Every project began with understanding the message, the audience, and collaborating with decision-makers to ensure the right tone. From there, I shaped scripts and visual direction, whether adapting existing footage, working with vendors, or managing in-house shoots, to deliver videos that told the story with clarity, creativity, and purpose.

ROLL:
Concepting, Art Direction, Scriptwriting 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.

And So Much More

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

Posted on by flatfishpro

WELCOME TO THE SHOW

H/L found a winning formula with timely Toyota sports sponsorships, kicking off with Steve Young and later centering around Giants’ catcher Buster Posey. These seasonal commercials generated strong regional media coverage, off-the-charts fan engagement, and dealership traffic. Being a flagship campaign, it was a crown jewel for the client and agency, raising expectations every year.

 

Building Brand Affinity

Drive to Dealership

Speak to the Fan Base

KNOCKING IT OUT OF THE PARK

To maximize impact, I expanded the campaign beyond broadcast with a cross-channel strategy. I led additional shoots to fuel social content like Posey-emojis, fan contests, and in-park activations—plus exclusive dealer and stadium schwag to amplify reach and overall brand presence.

ROLL:
Concepting, Art Direction, Scriptwriting and Editorial Review.

Driving It Home

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. How can you not like this guy!

Handles Like a Pro

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.

Posey-Emojis

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.

Covering the Field

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

Posted on by flatfishpro

HITTING HOME

During the COVID-19 pandemic, mortgage lenders offered relief to homeowners allowing them to delay payments. Though guidance on eligibility was often incomplete, scattered or simply incorrect. Fannie Mae urgently wanted a centralized, definitive resource, to support struggling homeowners.

 

Easy to Use

Module and Scalable Design

ADA Compliance

HERE TO HELP

Working remotely with copywriters, UX, and development teams—under strict governance oversight—we rapidly structured the app, content and look & feel, speeding it to market. With easy-to-follow instructions and extensive information, the app quickly became a top download at a vital time.

ROLL:
Art Direction, and UX.

Helping You Find Your Way

In designing the app, 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

Posted on by flatfishpro

EMBRACING THE JOY

Prius has long held the top spot as California’s best-selling car—leading in owner loyalty, with most drivers returning to the brand for their next vehicle. But with newcomers like Tesla, VW, and Honda entering the hybrid space, Toyota needed a campaign to remind drivers why Prius owners were the happiest.

 

Brand Awareness and Retention

Dealership Incentives

Reinforce Brand Values

SHINY HAPPY PEOPLE

For this whimsical campaign, I leaned into a playful aesthetic inspired by Prius’s vibrant colors and upbeat drivers. From bumper stickers to playlists, each touchpoint celebrated Prius driver’s unique spirit and loyalty—ultimately helping Prius hold its number one nameplate in CA.

ROLL:
Creative Direction, and Art Direction

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

Posted on by flatfishpro

JUST TOO FLASHY

Scion was growing frustrated with its Flash-dependent website being slow to load, cluttered with animations, and buried key actions like “Build Your Scion” or “Find a Dealer.” They wanted a faster, clearer experience that better showcased new models and drove qualified leads.

 

Quick to Load

Easy to Navigate

Drive Leads: Build Your Scion & Find a Dealer

DRIVING TO DEALER

I led the extensive redesign with a “three clicks away” philosophy, guiding both UX and design. The result was a fast, scalable, easy to navigate and aligned with the current marketing efforts—and significantly boosted dealer engagement and “Build Your Scion” activity.

ROLL:
Creative Direction, Art Direction and UX

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.