It Can’t Wait

Evergreen & Partner Campaign

Let me take you behind the scenes of the 'It Can't Wait' campaign, where every idea was a collaboration and every detail mattered. As both the conceptualizer and director, I was driven by a singular vision: to ignite urgency and excitement in the B2B tech world. Partnering with industry giants like Microsoft, Lenovo, Dell, Intel, and AMD, we wanted to create a clear message that could adapt to our partner’s differentiators and branding.

The approach was simple yet powerful: speak in the language of our intended audience, and anticipate the decision to put off an OS and device upgrade. Through bold visuals and compelling storytelling, we conveyed the message that time is running out, the future is here, and it's waiting for no one.

Our creative team took the prompt and initial idea and ran with it, designing unique yet consistent landing page experiences for each of our partners, through one unified campaign, capped by a research study SHI provided to help back theme of the campaign with industry data.

I also developed the intial script for our hero video, and partnered with the video agency Lemonlight for the final creative approach and production. This campaign included video, ebooks and reports, and paid digital advertising.