Creative Director: Hannah Hamza
Writer: Mackenzie Ames
Animator: Dylan Carrow
Interactive Designer: Brian Marx
Developer: Rob Richards
Writer: Mackenzie Ames
Animator: Dylan Carrow
Interactive Designer: Brian Marx
Developer: Rob Richards
"This thing is to become a master and in your old age to acquire the courage to do what children did when they knew nothing.”
- Ernest Hemingway
Many consider IBM Tape Storage to be the underdog of the storage portfolio – it’s old technology, and not as impressive as the other options. However, in the newest release, Tape was going virtual with the IBM TS7760 Virtual Tape Storage solution providing availability, reliability and security - much like a superhero.
Knowing this was a big announcement for Tape, this campaign had to be out of the box visually, but still speak to the IT audience. Gotham was our inspiration - we created style frames and from there started scripting. The scripting required creative collaboration with the team to nail down the narrative and a look that would be creative and unique, but remain on brand for IBM.
The next step in the campaign was to create a deeper dive asset that could tell the complete Tape story. We suggested a companion piece in the form of an interactive infographic so viewers could continue to explore at their own pace. By adding small interactive touches like waving capes and blinking lights, users were more engaged and the content truly came to life as it highlighted the product’s speeds and features while staying true to the superhero theme. This campaign came together with tour-de-force visuals and creative storytelling, making for a proud team and a happy client.
