This is How

Creative Director

After years helping startups and agencies kick some ass, we helped the cloud-based collaboration SaaS launch its first national campaign.

The Setup

Airtable was known inside Silicon Valley circles, but they’d yet to break into the tech name they are now. The challenge was to introduce the brand across industries, across platforms, without blowing the budget.

The Stakes

The line between 'wow, this is cool' and 'what does this even do?' is razor-thin. Product specs weren't going to work. Some people may call it a souped-up Excel, but those who use Airtable know it's far more powerful. We needed to show what software could do.

The Story

We created four :15 spots, each built around real, high-stakes moments where teams need to move together. Instead of specs or demos, the work focused on rhythm, precision, and language—showing how work flows when the system actually works.

Every word had to land at exactly the right moment. The pacing did the explaining. The story carried the meaning. We let the moments shine, kept details implicit, and trusted viewers to understand exactly how they could use the product.