John is a figment of our imagination, but he personifies many of the characteristics of an ideal employee. Smart, capable, humble, connected, vigilant, adaptable, a great communicator, and above all he has a great sense of humour.

He was created for the security management software company Tripwire. They needed to reposition their offerings (after a significant acquisition) and wanted to showcase the effect their software could have on their customers on both a corporate and personal level. They wanted to play with the power that their products can have on a company.

They didn’t lead with a complex description. They wanted to connect with their customers, to make them feel intelligent, capable and admired. Swooned over, even.

Shot with our Dallas team, this demonstrates how comedy can cut a swathe through the detail and be laser-like in its targeting of a specific customer group.