It was summer 2020, and people had been trapped at home for months because of Covid-19. Our client Seguro came to us with prototypes of two products that could literally save lives – a social distancing device and a face shield. I was the creative lead on the account, and participated in weekly client meetings.
Smartspace is a credit-card-sized wearable device that allows people in shared spaces (like offices, schools or hospitals) to know when they are less than 6 feet away from each other. When this happens, it triggers warning lights, sound and activates data collection for contact tracing. A video is an ideal way to explain a device like this which is unfamiliar to people. But to motivate people to actually buy the product, the video emphasizes the thing that everyone wanted during the pandemic–the ability to get "back to normal."
The digital ad campaign is targeted to businesses and institutions where "work from home" isn't possible. One ad urges institutions to abandon handwritten sign-in sheets in favor of Smartspace. Another ad uses a click-through to the Seguro website where business owners can actually calculate their potential financial losses from a Covid outbreak due to illness and lost productivity.
Airsafe is a face shield that protects the user from viruses by producing a curtain of clean air. This is an early-stage product launched on Kickstarter. The video explains how the product works. But more importantly, it shows people how Airsafe can give them back their freedom, mobility and even restore their social connections.
The target audience for this product is affluent vacationers, and high-level business people who have to travel for work. With airlines, ride share services and public transportation systems all mandating masks during the pandemic, Airsafe was designed to meet that requirement. The campaign includes digital ads, content marketing, Linkedin and other social media platforms.
My work for Smartspace and Airsafe was featured prominently at the CES show, and both products received extensive media coverage. While Smartspace launched successfully, Airsafe did not make it to market for a number of practical reasons. But both ad campaigns got high click-through rates by leveraging the products' technical superiority as well as their intangible humanistic benefits.