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Adobe Theres More to Your Story

Crowdstrike The Power of We

Ecoloft Brand Creation

Adobe

II.

Global Campaign Platform

spotlighting trending subcultures in “There's More To Your Story” global campaign with Adobe Premiere Pro.

CHALLENGE

Adobe was losing ground to free, mobile-native editing apps among social video creators. Additionally, audience insights underscored distrust of traditional media making Adobe’s broadcast-first brand playbook even more obsolete.

SOLUTION

“There's More to Your Story” is both a call to action and a call to identity. Gorpcore, Goblincore, Cottagecore. More than just an episodic global campaign, this movement celebrates the fierce individualism shaping today’s social landscape. It tells the creative aspirationalist, “No matter what your thing is, there's a world of people coming together around what makes you, you.” It encourages and equips creators to take the next step in their creative journey using tools that expand, rather than limit, their vision.

We didn’t start with a script or a spot, we started with a big idea and the brand’s position as a creative enabler. What if Adobe could bring wild ideas to life for the folks leading trending subcultures? We identified talent and gave them a crew and a budget to create something incredible. Then, we turned our cameras on their cameras and captured a maximalist documentary of their process. Interpreting and elevating social editing trends, this documentary became the anthemic filmic piece with full-funnel assets flowing from it. The result was a complex filmic ecosystem native to any channel, reaching social video creators in a new, compelling way.

Crowdstrike

Global Brand Platform

embracing the power of the collective in “The Power of We” Global broadcast campaign for Crowdstrike with Lewis Hamilton.

CHALLENGE

Crowdstrike is the global leader in cybersecurity and sponsor of Mercedes AMG Petronas F1 Team. While a titan, they lacked clear positioning for the racing team and compelling ways to connect F1 to the brand and business.

SOLUTION

“The Power of We” is a global broadcast campaign using the elite teamwork of an F1 team to demonstrate what makes Crowdstrike unique and powerful. The Crowdstrike ecosystem is like an international alliance, an attack on one is an attack on all and each node learns from the others. The strength in Crowdstrike is in the collective, the global “we.”

With Sir Lewis Hamilton (now racing in red) leading, we follow the journey of a dream from karting to race winner to world champion. We see the teamwork and technology it takes to make incredible things happen.

This campaign ran through multiple F1 seasons growing to encompass key security themes like endpoint protection and ransomware as cybersecurity stories made national news.

Ecoloft

Global Brand Platform & Expression

Building A go-to-market strategy, Global brand, and launch campaign for cutting edge material innovation: EcoLoft.

CHALLENGE

Global manufacturing innovator Youngone created the world’s best sustainable insulation material, already used by iconic brands such as Arc'teryx, The North Face, and Helly Hansen. Nobody has ever heard of it.

SOLUTION

Ecoloft is a new consumer brand for the world where run clubs are runways and coffee shops replace clubs.

The strategic platform was “Revelation.” Peel back the surface and open the curtain. We set out to show audiences the insulation inside their favorite garment has a name and a story.

Anchoring the brand is a timeless icon and logotype with five organic shapes coming together. The mark is inspired by precipitation coalescing to fall, source fibers engineered in collaboration with nature, and the five product families coming together as a symbol of resilience and sustainability.

The brand expression deeply references both the fashion and outdoor industries’ best moments throughout time. Juxtaposing conventions and transposing trends from one to the other, the result is experimental and wholly new. Fashion styling in a remote setting, outdoor styling in an urban landscape. What if the trail were a runway show? Analogue and digital media capture authentic outdoor movements as if a seasonal runway collection, creating captivating scenes at home in many industries – just like Ecoloft.