A well-worn idea with a new twist.

The “Better Together” concept in B2B has been used countless times—that idea that bundling multiple products and services makes a solution stronger than the sum of its parts. It’s adequate, but the challenge every time is finding a new way to tell that story. A way that feels fresh. A way that stands out to the audience.

So, in this case, what were we selling? The answer: "Everything." Cisco's entire networking stack—SD-WAN, routers, switches—all the good stuff. We had to create a refreshed message that convinced our target of Cisco’s strength: It has exactly what they need, in one place, and it would all work in concert with their stack.

Early in our concept development process we toyed with an execution within a broader network orchestration campaign—network administrators becoming conductors and having direct control over every instrument under them. This sat unused until we got started on an anthem video script. We returned to the idea, and decided to put a new spin on it.

The music of machines.

Being quite literal, a network admin has to be in command of countless devices and services that really do work in concert together, giving a business the tools it needs to be productive. But instead of just showing this visually, what if you could also make the audience hear the harmony of everything working better together?

Starting with a “day in the life” scenario, following an enterprise through the process of closing a big deal, we slowly introduced the sounds of each device, each action, each communication, letting the sounds combine at the crescendo of the story into a full, rich piece of music. All the dings, beeps, and other sounds made by applications and devices evolved into the soundtrack of administrators, who were using Cisco products for success.

Choreographed to time.

One interesting aspect of this film was making sure the rhythm of movements matched the pulse of the soundtrack. This fine detail helps the story feel just as cohesive as the combination of services and hardware Cisco gives customers to do what they do best.