Creative Director
OPEN TO WORK
Shaking Things Up: The Story Behind
Armanino's Bold New Campaign
CLIENT:
BRAND
ROLE:
PLANNING
STRATEGY
DIRECTION
CONTRIBUTORS
SARAH THOMA
KATHERINE RIVERA
MICHELLE SCHULTZ
PEDRO GAJARDO
MEDIA CAMPAIGN
SCROLL
In a rapidly evolving business landscape, Armanino recognized the need to break away from traditional industry norms and assert itself as a bold, innovative leader.
The Challenge
Armanino faced a challenge common to mid-sized consulting firms: standing out in a crowded market dominated by larger, well established players. Clients were increasingly looking for firms that could not only address their immediate needs but also guide them through complex transformations, all while navigating digital disruption and market volatility.
My Role
As Creative Director, I played a pivotal role in this project, from the initial planning and strategic alignment to ensuring seamless execution. I oversaw the production of video spots and creative assets, guiding them through every stage of development and ensuring they were effectively delivered across all marketing channels. My responsibilities included connecting with stakeholders, managing the creative process, and ensuring that the final output not only met but exceeded expectations.
The Solution
The 2024 "Spark Your Success" brand campaign was designed to redefine perceptions, differentiate Armanino from competitors, and position the firm as the go-to expert for companies seeking transformative solutions. The integrated campaign featured a bold and unique differentiation strategy:
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Multi-Channel Distribution: TV, web, social media, email and radio were leveraged to maximize reach and engagement.
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Phased Approach: Anthem/Manifesto Spot (60 Sec) followed by shorter video segments (:30, :15 and :08).
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Tone and Feel: The campaign embraced a bold, conversational tone that's both approachable and distinct. We utilized 3D cinema visuals, creating a fantastical world that aligns seamlessly with our story—something completely unique in our industry and unlike anything our competitors are doing.
CONCEPTS
