DIGITAL MARKETING CAMPAIGN
CREATIVE DIRECTION | MOTION DESIGN
In the world of PDF solution providers, Foxit is second in the market, and the largest challenger brand to Adobe. With all of the same capabilities and functionality, Prophet created a campaign to position Foxit as a better offering with excellent customer service at a substantially reduced cost. My first gig at Prophet was to develop and produce two :30 commercials to support this new positioning.
The campaign focused on two audience profiles that targeted primary decision makers for business software purchasing – an IT Director at the enterprise level, and an owner at a small business level. We developed fun and relatable characters around these audiences to promote Foxit as business’s best kept secret.
As a challenger brand, we introduced a visual language that is bold and irreverent with unapologetic treatment of typography, urban textures and vivid brand colors.
The tone and feel of the visual language was deployed across a wide array of digital platforms including web, online, and digital marketing.
