Hightail

Hightail

Animation | Prints | Social engagement

Soon after YouSendIt became Hightail, they hired us for a very specific brand awareness task: create a poster and video for projection in a London underground station. I led the concepting and art direction, and working closely with Ataboy Studios managed the production of the animated video under extremely tight time and budget constraints.

To get the word out about the rebrand, we created the #HightailTherapy social campaign: combing through Twitter to identify local creative shops, we proactively engaged with them during times of stress. Hightail, a cloud service to send and receive large files was a perfect fit for that professional demographic. During the three-day campaign, we sent dozens of gifts around the city to those who tweeted at us, including breakfast to an agency that had just pulled an all-nighter and a branded salami to celebrate the sausage getting made.

We also partnered with Clients From Hell, one of the highest-trafficked blogs for creative professionals most likely to use their service. We did a full site takeover and wrote several rotating ads and blog posts, letting frustrated creatives know that we hear them and that help was on the way.