Panduit creates the physical components that carry electricity and data, as well as consults on how to optimize those systems within a business. And although they’re very good at what they do, wires and cables are not only rarely visible, but almost never top of mind. So in essence, our task became twofold. Awaken our audience to the importance of infrastructure itself and then position Panduit as the partner to make it the best it can be.
Playing off the notion that the majority of a company’s infrastructure is hidden, and that evil usually lurks in the shadows, we created a series of monsters to alert our audience to potential dangers within their systems. By visually exaggerating the problem, we were then able to start a conversation, and position Panduit as the solution.
Creative Direction / Art Direction: Scott Lawson
Creative Direction / Copywriting: Jeff Ericksen, Mike Fredrick