What Lies Beneath
In the beginning of 2022, F5 launched their "F5 Distributed Cloud Web App and API Protection (WAAP)." It was the biggest launch they had in over a decade and needed a campaign that really made a splash.
My team (Go to Market) worked alongside content to create the concept of "What Lies Beneath" to showcase the idea of the unseen threats that this SaaS-based product would protect customers from.
This campaign saw an increase in brand-audience alignment scores, increased CTRs with an average of 0.43% in Paid Social and over 1,815 Marketing Leads.
These are examples of the base images we developed and illustrated. We introduced a new illustration style that was still deeply tied to the existing F5 branding guidelines.