Selected prior workAirtable · Brand campaign
This is How.
Airtable needed to introduce itself beyond Silicon Valley. Its first national campaign showed what teams could make happen together, in four 15-second spots.
Fifteen seconds to make the product mean something.
Airtable had a following in tech. The national campaign had to introduce it across industries and platforms without relying on product specifications.
The creative task was to make the possibilities of the software legible in a brief, recognizable moment of work.
The pacing did the explaining.
The four spots center on moments when teams need to move together. Rhythm, precision and language carry the idea; each word lands with the action.
Patrick’s work covered creative direction, copywriting and scripts, with radio, podcast and social materials extending the campaign.
The campaign
Four ways to make work move
This is How, four 15-second spots.
The work showed what the software made possible.
Four short films, with radio, podcast and social campaign materials.
The introduction to Airtable focused on coordinated work and its possibilities.
One campaign idea could travel across film, audio and social executions.
Credits
- Client
- Airtable
- Creative direction
- Patrick Kirkland
Patrick Kirkland · Before Protagonist Ink