GDC: One Team, One Goal

Video + Print + Swag

When you’re building the world’s data centers, you’ve got to build them right. To get the construction workers on site to understand just how important their job was, we had to turn them into a team—and give them a bigger purpose to rally behind.

My role: Copywriting, Scriptwriting | Designer: Brian Smith | Video Editor: Jeff Keyser | Additional Writing: Alyssa Chan + Kevin Klinskidorn

The campaign started with an “induction” video, which was shown during onboarding and training meetings.

Team leads were given a “playbook” outlining the campaign theme, key concepts, and tactics for on-site deployment.

Each site received a custom team crest, which was then used on site-specific campaign collateral and swag.

Printed posters and large banners with key messaging were placed across sites.

Team members who delivered high-quality results were rewarded with swag like stickers and t-shirts.