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.
External Agencies: Tipping Point Labs, Maestro Filmworks, CGI Interactive
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.
I concepted the visual language (tangled, disordered forms resolving into clean structure), art-directed the full asset suite, and sequenced the launch to warm audiences digitally for two weeks before 15 Las Vegas Strip marquees went live at Snowflake Summit. That sequencing was intentional. The OOH didn't introduce the campaign cold; it closed it.
The digital suite covered a 60-second hero video, social cuts, YouTube bumpers, vertical-specific variants for Financial Services, Public Sector, and Health and Life Sciences, rich media ads, and landing page assets. Each format used the same chaos-to-order metaphor, adapted for viewing distance, duration, and context.
In the first two weeks of digital launch, the creative drove 340,000 views at an 85% completion rate and 13,000 clicks to the landing page. By the end of the full run, those numbers scaled to 3M+ views, 30M+ impressions, and 60K+ landing page visits, with a 37% lift in website traffic and a 31% increase in demo walkthrough requests.
