Unstructured data demystified
A visual-forward campaign to raise brand awareness for Box and explain the hard-to-explain: unstructured data
In partnership with Box
Year
2024
Client Brief
The client needed to raise brand awareness and demonstrate the breadth of its capabilities to senior business audiences across EMEA, but first they had to understand one thing: unstructured data. While well-known in IT circles, Box’s broader value proposition around AI and content cloud services was under-recognised. In a crowded B2B space full of technical jargon, the challenge was twofold: convey the client’s strategic value to C-suites, and cut through with content that would be noticed, understood and remembered. We saw an opportunity to push past the noise, and position Box as both thought leaders and forward thinkers.
Credits
Writer: Scott Manson
Illustrator: Leon Edler
Illustrator: Leon Edler
Credits
Writer: Scott Manson
Illustrator: Leon Edler
Illustrator: Leon Edler
Our approach
To bring its complex topic to life, the campaign needed a bold creative centrepiece. We came up with an animated explainer video: a playful, bright, metaphor-led story about the man in your machine turning the chaos of unstructured data into clarity. Visually compelling and full of character, the 90-second video used narration to show viewers how BoxAI organises system data, unlocking insights, mitigating risk and accelerating decision-making for users and companies. "Mr Box" was charmingly brought to life with engaging animation, making an abstract idea not just comprehensible but also memorable.
