Airtable Brand Campaign: This Is How

Creative Direction | Art Direction | OOH Design | Photoshoot Production

Project Overview

Airtable, a cloud collaboration platform, launched its first national campaign highlighting what's possible when tech unlocks teams' natural innovation and creativity. We crafted four spots for four uniquely different work environments, telling the story of people easily connecting their work across multiple verticals. The result is a fast-paced and fluid demonstration of the product and its users in action.

TimeLINE: 6 Months

Role

Associate Creative Director/Lead Art Director

Art direction, photoshoot styling & production, & overall design approvals for OOH and ad placements. Onsite art direction and scene styling for each photoshoot. Collaborate with the photographer to provide creative direction for each scene. Develop the overall visual identity for the brand campaign and create templates for OOH and ad placements.

TEAM & partners

Natasha Fedorova - Supporting Design

Brian Singer & Alan Roll - Supporting Creative Direction

Bob Willson & Julia Jacobson - Design Ops/Project Management

Conscious Minds (Agency)

CREATIVE DIRECTION

Our campaign is rooted in four stories highlighting customers’ stories and their how. Each story and scenario showcases the product in-situ and how teams collaborate and come together using Airtable.

This is how.

Our creative approach

Place Airtable at the center of the action
Airtable UI playing a deliberate role in each scene
Bases, views, and interfaces inspired by real workflows
Maximize our brand color palette
Center each story around a specific brand colorway
Highlight the corresponding brand color through props, clothing, and styling of the scene
Emphasize realism in every respect
38 actors cast for believability and diversity across teams, disciplines
Props show the real tools of work in the industries we serve
Choreograph every scene
Scenes show multiple teams coming together to achieve a single goal or transformation
Advance planning ensured efficient week of production

PHOTOGRAPHY

We drew inspiration from Renaissance paintings, which are known for their use of lighting and rich use of color but, most importantly, their elaborate scene-making. Through photography, we wanted to showcase how each person in the scene contributes to the larger story. Each shot represents the teams that use Airtable: they’re multifaceted, complex, and multidisciplinary but ultimately each person’s role builds on one another to create the larger team and narrative.

Every scene is shot in actual workplaces and hand-selected locations that are familiar and engaging. The four storylines are split into two scenes each to show the different sides of each team and how different teams within the same company can use the same tool optimized for their specific workflow. Ultimately, this showcases the range and breadth of Airtable and it’s seamless adaptability between multiple workstreams.

OOH & Digital Ad Placements

Video AD Spots

We collaborated with Conscious Minds to craft ad spots for four uniquely different work environments, telling the story of people easily connecting their work across multiple verticals.