HID

ActiveOne

ROLES

Creative direction, art direction, copywriting, video production

PROJECT FOCUS

It’s not every day that a client comes to you with a concept they call “dasswords” (a combo of dumbass and passwords). The idea was simple: relying on user-generated passwords from employees is dumb for businesses concerned about data security. With ActivOne, multi-factor authentication is made easy and is, frankly, the smarter way to stay secure.

“Concepting and producing a video spoofing infomercials is exactly as fun as you’d think it would be—and especially powerful when none are doing comedy in HID’s competitive space.”

– KATHY HORN, HUNT, GATHER

We worked with HID Global to bring their concept to life, but in a way that could be shown to a variety of business audiences around the globe. Our concept leaned into user-generated passwords as being old-school, kitschy almost. We positioned ActivOne as providing a better, more modern, way. (Yes, it’s the “there’s got to be a better way” infomercial approach).

Shooting over two days, our creatives and video crew staged four scenarios that felt like typical over-the-top infomercial sets. We even used infomercial products as background props, for a little added nod to our inspiration. The result was video content that entertained and informed, becoming a favorite of HID’s sales staff and clients alike.