Hardcore Hardware- Encryption
Client: Kingston Technology
Agency: Bluetext
Role: Creative Director, Video Producer, Account & Project Manager, Assistant Copywriter
Year: 2022-2023
Goal
The global manufacturing king of memory and storage solutions needed to boost awareness around Kingston IronKey™ line of hardware-encrypted portable data security products.
Projects
Brand “Forge” Campaign, Brand Essence Video, Product Sizzle, Competitor “Think Hard” Campaign
Peace of Mind - Forged into a Piece of Technology.
Having the word ‘iron’ in the name was…key… to most of the creative success to come out of this account.
The original campaign idea that was pitched was to create a character called the Security Smith (think modern IT x old-school blacksmith - button down, khakis, welding mask, etc.).
While that idea never caught on, we all happily set out to portray a fantastical iron forge to build the brand origin story.
Wield data security’s true power.
Protect your business with ironclad defense.
Cutting Room Floor
COMPETITOR CAMPAIGN
Software Security Sucks
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Software Security Sucks
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Software Security Sucks
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Software Security Sucks • Software Security Sucks • Software Security Sucks •
The Competition
False data security promises through software-encrypted, unencrypted, or cloud-based solutions.
The Promise
Only hardware-encrypted data is truly secure.
The Concept
Visually portray soft vs. hard motifs while posing the rhetorical question of why anyone would want their security to be 'soft'?
But How Jiggle Jiggle?
Get the behind-the-scenes scoop of how we brought soft to life with 3D design with c4D built-in jiggle deformer, fracturing objecting, smoooooothing, and built-in Redshift render. I guess I just explained it all right there - but I still think you should watch the video to see all the hard work we put into it anyway.
Go hard on security.
Go hard on security.
Don't let data security be a soft target. Think hard about data storage.
Don't let data security be a soft target. Think hard about data storage.
Portable data security that goes anywhere but soft.
Portable data security that goes anywhere but soft.
No one: "Can we make security softer?"
No one: "Can we make security softer?"
Sizzle
And then we put it all together into the grand product sizzle video below. All the ECU glamor shot goodies, a little bit of lava, a little bit of jello, a lot of trendy kinetic text - viola!
My favorite is that we really pushed for the ideal animation process: sound before movement. We defined the emotional narrative, designed the custom audio mix to flow, and then animated to the beat. I know they teach this process in school, but seldom do we get the proper time and resources to do it the ideal way. It does pay off though!