Our code is open
Red Hat’s brand campaign 2020-2022
This awareness campaign brought Red Hat’s open source roots front and center with a bold tagline: “our code is open" - signaling our products and technologies, as well as our DNA was open to the core.
We also needed to signal that we were a leading and unique player in the future of hybrid enterprise cloud.
My role on this project was as the animation director; we first worked internally to establish the direction. The media buy for the campaign primarily featured 15 second and 6 second animation spots, in addition to using these scenes as static renders for other digital ads and our web presence.
We went with a high-end 3D style with a fantastical relative scale, constructing microcosms based within a grid world. I knew the ads had to be repeatable, consistent and extendable so that every technology concept or industry (be it AI/ML, private cloud for state & local government, logistics, telecommunications, etc.) in this universe could be visualized and attention-grabbing.
Examples from early pitch decks to stakeholders, which later served to enable external agencies to extend production on the campaign.
Additional spots developed internally, showcasing how Red Hat supported an international space mission and a logistics company + book vendor. Sketches done by Nick Burns, 3D work done by Eric Kramer and Jingky Gilbert.
Credits
Creative Director: Mike Esser
Strategy Director: Jacques Oury
Associate Creative Director, Copy: Casey Stegman
Associate Creative Director, Art: Nick Burns
Art Director: Jenna Slawson
Associate Creative Director, Animation: Laura Walters
Animator: Eric Kramer
Animator: Jingky Gilbert
Composer & sound designer: Alex Davis
Associate Creative Director, UX: Aaron Williamson
Digital Designer: Rachel Ertel
Account Manager: Jessica Burkitt
Project manager: Graham Rountree