Make It So
I concepted and produced Immuta's first major brand campaign, translating a complex enterprise problem (data access chaos) into a single visual metaphor that ran across video, rich media, and social.
John Carlson (Creative Direction), Cody Ben Lewis (Creative & Web), Matt Allen (Corporate Marketing), Heather Devane (Brand & Content), Paul Molinari (Brand Marketing), Elena Ivanova (Social Media), Tipping Point
The brief started with a single insight: data access chaos wasn't an abstract technical problem, it was something the target audience lived every day. Rather than lead with product features, I built the campaign around naming that experience directly, then concepted the visual language: tangled, disordered forms resolving into clean structure.
- Sequencing: two weeks of digital warm-up before 15 Las Vegas Strip marquees went live at Snowflake Summit. The OOH didn't introduce the campaign cold, it closed it
- Digital suite: a 60-second hero video, social cuts, YouTube bumpers, industry-specific variants for Financial Services, Public Sector, and Health and Life Sciences, rich media ads, and landing page assets
- Adaptation: every format carried the same chaos-to-order metaphor, retuned for its own viewing distance, duration, and context
In the first two weeks of digital launch, the creative drove strong view-through with an 85% completion rate, well above typical video benchmarks, and meaningful landing page traffic. By the end of the full run, reach had scaled into the millions of impressions, driving a 37% lift in website traffic and a 31% increase in demo walkthrough requests.
