Imagine. Experiment. Adopt.
SHI
$15B IT solutions/services provider addressing business, government, health, and education audiences.
Imagine. Experiment. Adopt.
My role:
Concepting
Scripting
Creative Direction
Copywriting on All Campaign Deliverables
The beginning of SHI’s evergreen AI campaign, developed to help IT leaders overcome emotional blockers by demonstrating SHI as a trusted, supportive partner in this crucial emerging sector.
Three commercials
one message
Imagine (“FOMO vs. FOMU”): Jacob (an IT decision-maker) wrestles with conflicting pressures from FOMO and FOMU: personifications of the fear of missing out and the fear of messing up. Their dynamic effectively illustrates our role as a supportive partner in navigating technology choices, reinforcing how our guidance leads to thoughtful solutions and long-term success.
· Experiment (“AI without the IFs”): In a high-stakes moment at our AI & Cyber Lab, Jacob fears the repercussions of a failed idea, only to be calmed by an SHI specialist who reassures him that mistakes are simply stepping stones to perfecting AI solutions. When it comes to AI acquisition, the stakes are high, the budgets are even higher, and it can be intimidating without the right help.
· Adopt (“The Reboot”): In the adoption phase of Jacob’s journey, he witnesses firsthand how AI integration boosts his unique workforce's productivity instead of replacing their jobs, as shown through amusing interactions among his colleagues. The script reinforces the idea that, when integrated properly, AI enables employees to thrive in their specialized roles by embracing innovative solutions — accelerating intelligence, not replacing it.
Challenge
Emotional Blockers to AI Adoption: IT leaders faced significant emotional hurdles: the "fear of missing out" (FOMO) on superior solutions their competitors might possess and the "fear of messing up" (FOMU) high-stakes acquisitions.
Short Tenure, High Stakes: Decision-makers, such as CISOs, averaged a 10-to-15-month tenure, necessitating rapid time-to-value to demonstrate impact.
Lack of Clear Roadmap: Decision-makers lacked an informed path to transition from initial curiosity to confident AI implementation.
Internal Sales Enablement: SHI’s internal sales teams required compelling storytelling tools to navigate nuanced AI conversations.
Market Saturation & Trust Deficit: The market was oversaturated with technical jargon and hype, lacking human-centered, emotion-driven narratives essential for building trust
Creative Insight
Concepted a campaign that distilled the customer's AI journey into three intuitive phases:
Imagine. Experiment. Adopt.
Imagine: Guiding clients to envision optimal solutions and services with expert partnership.
Experiment: Providing a safe environment within our proprietary AI & Cyber Labs for clients to test those solutions.
Adopt: Enabling seamless integration of tailored technology to accelerate their unique workforce.
Visually charted across three interconnected commercials that address customers’ fears head-on. Functionally standalone, but utilized recurring characters to build emotional continuity and relatability throughout the campaign.
Outcomes
Timeline: Ran March–December 2025 across LinkedIn, Meta, Google, YouTube, Connected TV, and SHI-owned channels.
KPIs: Impressions, Clicks, Website Traffic
Audience Segments: SHI customer lists, AI personas, top 40 DMA markets + UK
Has achieved ~12M impressions and 465K audience reach with a monthly spend of ~$48,778.
Delivered technical explainer videos (featuring the same “SHI expert” actress) to enable SHI sales teams.
Positioned SHI as a trusted AI partner across Public Sector, Enterprise, SMB, and Strategic segments.
