Break Free. Go Boundless.
The client’s brand identity, as well our agency’s +3 year relationship with the global cybersecurity company, revolves around their concept of “Boundless Cybersecurity”.
The idea is that business owners are frustrated, bogged down, and burdened with the current cybersecurity landscape, but SW breaks through the noise and empowers them to secure their business while feeling free, weightless, and unbound.
Bluetext teamed up with SW to evolve their campaign into a video - telling a story around freedom and weightlessness.
With a 3-week timeline and a new global pandemic, we were forced to build a CG and stock story instead of filming in person.
Inspired by Neo dodging bullets in The Matrix, the viewer needed to leave reality for a boundless world.
Security is often a cozy feeling.
To be tucked in. Locked down. Wrapped up.
But what if feeling secure felt different? Felt ...free?
Creative direction is coaching everyone to believe in something that doesn’t exist enough until it does.
We needed to design 3D before a story, storyboard before a script, and then tie everything together with what is available in stock video.
The balance was charging through production with a big idea, but being flexible enough to adapt that idea when plans change.
Cyber
Surreal
We went back and forth on either real or stylized 3D characters.
I fought hard for a stylized approach, avoiding an “uncanny valley” effect as well as providing an opportunity to create a uniquely branded “boundless” world.
The Script
You know when you say a word so many times it loses it’s meaning? That was this script. What does “security” actually mean? Ok…let’s turn that on it’s head!
Alt. #2 | Are We Ready?
[Think: VO will seem to talk directly to the characters by name.]
Are we ready? Didn’t you know we have big plans together today? It’s time to go, Chad at the office. Let’s meet the new team, Susan at home. Want to join that campus wifi, Claire at school?
We’re going somewhere everybody - somewhere big. And things won’t be the same when we get back. But that’s ok! It’s actually better. Because it’s time to break free.
~~ *boom! boundless 360 camera work* ~~
You probably didn’t realize how obnoxious it was to work like that before. How awkward. How risky. But we’re free now. Free from the cyber arms race.
See. That wasn’t so bad. No more limits. No more risk. Aren’t you glad we did this together? Everything just feels... free.
Alt. #3 | Breaking Point
[Think: Black-Mirror + “When The Levee Breaks” - Led Zeppelin]
Enough. We’ve all reached our limits here, right? At a certain point, something’s gotta give. We can’t keep going on - acting like everything’s alright - not when it’s getting this bad.
So if anyone’s at their breaking point - this is a little push over the edge. This is the match. The straw. The knock on the door.
Hand in hand - let’s break free from all the constraints.
~~ *boom! boundless 360 camera work* ~~
Shift security models to meet the new business normal and break free from the constraints of the past.
Go boundless to protect your business, your brand, your employees, your end users and their data. Break free.
Alt. #4 | Quit
[Think “Freedom ‘90”, George Michael + depressing script.]
It’s ok to quit. To throw it all away. Abandon everything. Give up everything you were working on.
Because it’s not doing you any good. It’s not helping, it’s actually hurting.
That’s what we’re here for - to tell you that it’s going to be ok if you do. Actually, it’s better. Way better.
~~ *boom! boundless 360 camera work* ~~
Now you can meet the new business normal - free from the constraints of the past.
So - let's do it together. On the count of three. Cut ties from the way you’re working now. Abandon your current security posture. Opt into something better. Something boundless. 1, 2...3
