The world built on tape

Reintroducing an amazing technology

When Fujifilm asked us to reinvent how IT buyers in North America see tape storage it seemed an great opportunity and an even greater challenge. The idea of turning data storage—something not usually seen as thrilling—into a captivating concept was intriguing. But with the help of Earnest's outstanding writers and creative director, we created an award-nominated campaign that shattered industry norms and—more importantly—boosted sales rates. 

Built on tape. 

While tape storage has been around for decades, it's been quietly improving and becoming the backbone of archival storage for the internet, as well as cutting-edge companies with large data-archiving needs—think animated films about cowboy dolls, large haldron colliders, and universities. 

The brilliant brand strategists and writers set to work to communicate this exciting revolution and landed on the concept of "Built on tape" which elegantly allowed us to showcase the vast variety of use-cases for Fuji's product. 

Make it cool

Together with the Creative Director of Earnest, I designed a universe made out of tape, including a series of animations, a guide to the product, website, sales playbooks, and series of LinkedIn ads. 

The campaign was exceedingly successful: we sparked 25 meaningful sales conversations, boosted website visits by 49%, increased conversion rates by 17.02%, saw an 81% jump in click-through rates on programmatic platforms, and enjoyed a 27% rise in LinkedIn CTR.

And the project was a success for Earnest: it was a Drum Award finalist.

Skills

Art direction
Brand strategy
Identity design
Website design

Deliverables

Multiple publications
Website
Animated reels
LinkedIn and web ads