CLIENT
Citrix
AGENCY
Huge
YEAR
2020
ROLE
Associate Creative Director
You’re Made for Bigger Things
Citrix was a brand facing an uphill battle—in a world of advancing workplace technology, people considered it a legacy product. To reintroduce the brand to its audience, we had to tell a bigger story about what Citrix really believes in: When we give people the space to focus on the work that matters, we remove the limits on their potential. And so we came up with our campaign idea: You’re Made for Bigger Things.
The fully integrated campaign crossed TV, print, digital and social channels and brought the brand’s new narrative all the way from our anthem spot down to demand marketing.
We created a series of educational videos that connected the workplace benefits of Citrix solutions to the human benefits that formed the backbone of our concept. Using an illustration style inspired by the recently refreshed Citrix brand, we broke the complex and technical concepts down into fun and digestible narratives.
As well as display and social assets that leveraged the refreshed brand identity while keeping the voice and tone as aspirational and human as our main spot down. This is just a selection of the hundreds of assets we produced to debut and extend the campaign.
The campaign extended into new channels for the client like Reddit and Spotify, as well as editorial partnerships with The New York Times. We even got Kevin from The Office involved.
Group Creative Director: Hemant Jain
Creative Director: Andrew Tobin
Art Director: MacKenzie Dunsmoor
Senior Copywriter: Alex Katz
Director: Judith Veenendaal