HomeWorkBuilding Cloud-based Team Collaboration IRL to Generate Massive Awareness


Among early adopters, Slack was a household name. Our challenge now? Introducing Slack to the masses at a time when competitor collaboration tools from Microsoft and Google were rising into market. We had to grab hold of market share fast, introducing the concept of cloud-based team communication to a wider, less acquainted audience and building brand equity along the way.


To the unfamiliar, Slack is just a messaging app that modern workplaces use. But once they see how it works—especially the channels where various teams conversations happen—they get it. In this 30-second awareness spot, we brought that lightbulb moment to life—by building a 64-foot-long set separated into 4 rooms, each representing a different channel. This gave us a visual playground to showcase contextual shifts between channels, on-screen UI, and everyday interactions like reactions and file-sharing. Then we went big—no, really big—with a media buy, launching this campaign during the 2018 World Cup.


With adaptations for France, Germany, and the U.K., along with a collection of digital executions, Slack’s colorful, user-friendly channels won the world over.


  • Concepting
  • Production
  • Video
  • Media Strategy
  • Art Direction
  • Copywriting
  • Integrated Campaign
  • Digital
  • Print
  • Out of Home
  • Social Media Content
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