Making Some Thing Truly Special
Client: Phosphorus
Agency: Bluetext
Project: Brand Awareness Campaign
Role: Producer, Assistant Director, Assistant Writer
Year: 2022
This is that project that changed it all. A total creative victory.
Working on so many B2B projects, especially in cyber security, the story that goes to market is usually safer, cheaper, or more complicated that the one that was pitched.
However, the client gave us total creative license to brainstorm, produce, and launch a truly original story, from start to finish.
In the overly-traditional and over-saturated cybersecurity industry, it was a massive success for both their marketing goals and our agency’s portfolio. Further, it allows us to convince other B2B clients that the market is just as ready as they are for something different.
This project shows that shaking things up can pay off.
“Beastly challenges lurk in the shadows, ready to wreak havoc on security. But bad Things are about to change… for good!”
The Campaign
Playing off of “Internet of Things”, the campaign centers around the Thing Tamer, who saves the office from menacing cyber beasts spawned from corrupted IoT devices. It’s time to stop bad Things from happening to good enterprises.
The Tamer
Big Indiana Jones energy, with our hero flashing an iconic fedora fitted with flash drives, a bullwhip made out of a Cat 5 cable and mouse, tribal tech-tattoos, and other cyber-wrangling equipment. Our tamer takes on the modern dark, digital wild!
The Voice
Originally we thought an iconic nature documentarian was the right voiceover. Digging into our story, however, we discovered that quirky felt good. What would Steve Irwin sound like if he was frightened?
Roll Out
The campaign was launched in three phases:
Movie posters mailed to employees and prospects
Teaser trailers released weekly for the month leading up
Full paid and organic media launch: 10 video ads, 7 HTML5 ads, PPC, 2 email templates, 15 social snackables, in-person experience (shirts, stickers, booth design), and one beautiful landing page
Go Behind the Scenes
This shoot was wild! Using our very own Bluetext HQ as the location, we wrangled two days of shooting, three outstanding actors, and over 32 unique camera setups into one of the best-looking creations to date.
It’s not often that an office’s interior redecorating plan combines “tropical jungle”, “cyberpunk”, and “horror”, but we nailed it!
Bringing Beastly Things to Life
The devices were chosen for us, but we had so much fun anthropomorphizing each into its beastly identity.
The beauty of this campaign is that the idea is scalable for additional beastly devices in the future.
The actual 3D beasts were designed, rigged, and composited in Cinema 4D. We did multiple location scouts with DPs and designers to come up with a laser-focused shot list that could effectively show off the creatures in post-production. Since we planned things out so well, post-production was as straightforward as we hoped it would be, motion-tracking, rendering, and then sprinkling some final texturing and lighting effects in After Effects. The spider webs are real though!
Pursuit of the Concept
