Redis Labs

Campaign concept (pitch work)

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Sometimes tight deadlines can be a nightmare – with not enough time available to get the work done, let alone think about it. However, there can be some advantages – tight deadlines can often focus the mind and encourage a little risk-taking too.

Case in point, a recent pitch for Redis Labs. Redis is a company that owns and maintains bespoke database technology aimed at quite a niche audience. The brief from our PR team was that we wanted to create a new campaign that focussed on the developers themselves.

I came up with the idea to really ‘hero’ the developers, treating them as celebrities, and focusing on them and their contribution. The internal PR team liked this so much, they jettisoned their original pitch and re-wrote it based on this concept. Although Redis have a logo, they don’t really have much of a ‘brand’ – no guidelines, fonts or colour palette etc. This gave me a bit more freedom to create something fresh and eye-catching, whilst still integrating their key red colour and elements of the logo to anchor the visuals to their identity.

To demonstrate the idea, I created three key concept ‘ads’ which would work across exhibitions, social and display. I then applied these to mock-up exhibition stands and screen-based ads. I had just a day from the initial brief to completion.