2024

NYX Awards - 2024 Grand Winner Winner

This is Precision AI: Launch Campaign

Entrant Company

Weight and Pulleys

Category

Marketing Campaign - Product Launch

Client's Name

Palo Alto Networks

Country / Region

United States

Experience Level

Agency

This campaign was created to launch Palo Alto Networks’ revolutionary new product: Precision AI™ - specifically designed to help overworked cybersecurity teams combat the relentless onslaught of AI-driven cyberattacks.

Our campaign aimed to emphasize Precision AI's unique advantage: unparalleled data quality. Precision AI has been trained on 7.6 petabytes of high quality cybersecurity data. It has over 1,000 machine learning models running 24/7 to ensure it stays ahead of AI-wielding hackers.

Our creative strategy: Only Precision AI™ is grounded in high-quality data, not Sci-Fi fantasies.

We brought this idea to life by crafting four video stories, which are set in a fantastical world. They follow our protagonist and narrator, “J”, as he uses Precision AI to battle – and beat! – dangerous cybercriminals. These memorable, metaphorical video stories successfully showcase the effect Precision AI can have on companies facing ever-increasing cyberattacks.

Campaign results included significant increases in video views, social engagement, click-through rates, and overall site traffic, demonstrating a strong impact on brand awareness and engagement.

Credits

Director
David Leitch
Art Production Designer
David Scheunemann
Visual Effects
UPP
Music
Daniel Pemberton
Editorial
Cartel
Chief Creative Officer / Art Director, weights&pulleys
James Selman
Executive Creative Director / Copywriter, weights&pulleys
Allison Khoury
Copywriter, weights&pulleys
Greg Clampffer
Executive Producer, weights&pulleys
Amy Berriocha
Producer, weights&pulleys
Chris Lam
Strategy Director, weights&pulleys
Karin Knutson
Account Director, weights&pulleys
Anne Halvorson
Business Affairs, weights&pulleys
Cindy Lewellen
Executive Creative Director, PANW
JL Watkins
Chief Marketing Officer, PANW
Unnikrishnan KP
Vice President, PANW
Aarti Mittal
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