Cloudflare is a global cloud services company with an us-against-them approach to realizing their aspirational vision. They wanted a brand campaign that didn't just tell the world what they do, but almost more importantly, how they do it and why. They wanted to express their attitude toward the current state of the internet and that they are committed to creating a better, safer experience. They also wanted the work to somehow be a continuation or further refinement of the brand campaign they ran the year before.
The concept was developed in direct collaboration with Cloudflare's senior leadership and internal creative teams. In just a few short weeks, the campaign came to life as literally hundreds of individual executions across transit, out-of-home, and digital executions.
Concept Exploration and Development
We started by taking a long look at what was working with the previous year's brand campaign and what we wanted to evolve. We liked the idea of giving the work the look of a movement and making it more organic. Less pretty.
Then we started working on ideas for evolving the basic concept so it would feel more like the movement-oriented mission of the company.
We landed on a campaign that was a fresh way of imagining their "better internet" movement. It felt organic and sounded the way the founders sound when they talk about the company's mission. It was also a concept that would allow us to create hundreds of executions.
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