JOSH TERRY
Art Direction and Design for Ahead in the Cloud — a bespoke interactive about cloud storage and its growing role in business.
The Problem
Senior decision-makers are navigating the challenges and opportunities presented by the expanding data universe. NetApp aims to position itself as a thought leader in this space by providing insights and solutions.
The Insight
The COVID-19 pandemic has accelerated the need for businesses to embrace data management solutions, particularly cloud storage, as a fundamental aspect of their operations.
The Strategy
Educate and engage key stakeholders about the significance of data management in today's rapidly evolving business landscape while positioning NetApp as a leading provider of solutions in this space.
The Creative Idea
As big data grows ever bigger, companies of all types and sizes will need to learn to swim in these new waters. Surviving this tsunami of change will mean one thing: mastering the potential of the cloud.
At this point in our worldwide pandemic, most people understand that COVID-19 has altered our reality in innumerable ways. Fewer, though, perceive how fundamental — and permanent — many of these alterations will prove to be. Nowhere is this more evident than in the rapid reshaping of global commerce.
At this point in our worldwide pandemic, most people understand that COVID-19 has altered our reality in innumerable ways. Fewer, though, perceive how fundamental — and permanent — many of these alterations will prove to be. Nowhere is this more evident than in the rapid reshaping of global commerce.
The Work
T Brand Studio developed a visually-driven breakdown of the future of cloud storage, reaching audiences who might otherwise feel intimidated by the complex subject. By partnering with 3D artist, BOLDTRON, the design team developed water-based visual metaphors to symbolize the fluidity and importance of data, and simplified the wave of challenges that topical industries are faced with.
The narrative emphasizes the exponential growth of the data universe, the significance of the cloud for data curation and protection, and the potential for businesses to leverage data-driven insights for strategic decision-making.
The narrative emphasizes the exponential growth of the data universe, the significance of the cloud for data curation and protection, and the potential for businesses to leverage data-driven insights for strategic decision-making.
The Results
The campaign exceeded expectations with 55,459 page views, and an impressive engagement time of one minute and 26 seconds. This surpassed the benchmark by 62.26%. This demonstrates that the content effectively captured the attention and interest of our senior decision-makers audience. Additionally, the campaign garnered 22 million impressions, indicating that the visually-driven breakdown of the future of cloud storage successfully reached and resonated with audiences worldwide.
Produced at The New York Times
Collaborative Partners
Jennica Bocchino, Art Director
BOLDTRON, Illustrator + Animator
Nelson Chang, Front-End Developer
Daniel Simmons, Editor
Collaborative Partners
Jennica Bocchino, Art Director
BOLDTRON, Illustrator + Animator
Nelson Chang, Front-End Developer
Daniel Simmons, Editor
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