Description
Madwell took a creative and humorous approach to the campaign, leveraging an innovative extended reality (XR) stage where different scenarios are acted out. The XR allowed for a final product that could not have been achieved by green screen alone, provided a more efficient process than shooting on location and made it seamless to clone repeatable transition animations in the background.
By pairing true-to-life scenarios—ones the majority of people have experienced in their digital lives at some point—with set-like backgrounds, the campaign’s stories felt highly relatable yet highly playful, crossing reality with surrealism to keep the scenarios approachable and entertaining.
“This campaign seeks to redefine online protection by emphasizing humor and intrigue over fearmongering and a litany of features,” said Chris Sojka, co-founder and CCO, Madwell, who also directed the campaign. “Shot entirely on XR screens, the campaign blurs the line between digital and reality, echoing the challenge of discerning truth online.”
This professional campaign titled 'Solutions to Online Threats' was published in United States in April, 2024. It was created for the brands: OpenText and Webroot, by ad agency: Madwell. This Film and Integrated media campaign is related to the Electronic Devices industry and contains 3 media assets. It was submitted 10 days ago.
Credits
OpenText Client Team:
Sandy Ono: EVP, Chief Marketing Officer
Geoff Bibby: SVP, Cybersecurity Marketing
Audra Tucker: VP Marketing, Consumer & Small Business
Shelly Albrecht: Director, Consumer Marketing
Mike Shin: Director, Digital Marketing
Mary Smith: Sr. Marketing Manager
Madwell Leadership Team:
Chris Sojka: Co-Founder/CCO
David Eisenman: Co-Founder/CEO
Gabriela Benitez: President
Madwell Creative Team:
Laura Wasson: Group Creative Director
Chris Church: Creative Director
Jessica Auville: Associate Creative Director
Ryan Kurz: Senior Designer
Charity Lombardo: Senior Copywriter
Madwell Account Leadership Team:
Jocelyn Choi: Group Account Director
Dexter Offer: Account Supervisor
Madwell Production Team:
Colin Nichols: Associate Production Director
Kyle Calian: Producer
Madwell Strategy Team:
Naya Mukherji: Group Brand Strategy Director
Liz Burga: Senior Comms Strategist
Madwell Media Team:
Gabe Solberg: Head of Mediums
Jenna Fusfield: Media Director
Caitlin Cheney: Media Buyer
Taylor Roman: Media Buyer
Haley Kopfler: Media Planner
Production Company: Starfish
Jenita Spirtovic: Head of Content
Isaac LeFevre: Executive Producer
Chris Sojka: Director
Jesse Ozeri: Line Producer
Eric Robbins: Director of Photography
Brad Turner: Editor
Jane Stupp-O'Neill: Unit Production Manager
Samantha Melville: 1st Assistant Director
Mitch Allen: 2nd Assistant Director
Sam Bader: Production Design
Tommy Wu: XR Lead
Tim Wang: 2nd XR Supervisor
Ziva Shi: XR Producer
Redah Haddioui: Composer
Tiffani Williams: Wardrobe Styling
