commercetools “The Naysayer” Teaser Campaign

commercetools, the world's leading commerce technology built on modern MACH principles, needed to build brand awareness among non-technical business decision-makers in the United States and Europe. We delivered a campaign that personifies legacy tech as an insufferable Naysayer in the C-suite to emphasize the outsized authority of inflexible competitor platforms — and, in contrast, the freedom that commercetools provides.

Prior to the campaign’s official global launch (expected May 2022), we teased the concept by plastering iterations of The Naysayer’s favorite word across airport displays and billboards at a major industry event: Shoptalk 2022 in Las Vegas.

Role: Creative Director
Team: Brendan Shea, Tanner Walters, Traer Schon
Scope: Concept development, media planning + buying, campaign activation