The brief: Barracuda had slipped in market awareness. The products were strong, but the brand had faded into a crowded field of security vendors. We made a deliberate shift in tone and tested it in select regional markets, leaning into Barracuda’s core identity: a fierce barracuda as a metaphor for rigorous, relentless security.
The role: I led the creative strategy, testing, and art direction, managed the media agency, and oversaw final execution. The campaign ran in three test markets, saturating each city with out-of-home, digital, streaming video, radio, and podcast advertising.
The result: Website traffic +151%. Branded search +34%. Sales +20% in market.
All digital outdoor carried a striking animation sequence.
