Limitless artificial intelligence.
Limited practical intelligence.
The friction
The tech world is overrun with AI solutions that promise miracles but consistently fall short. IT leaders aren’t impressed with the hype. They want AI that’s practical, plays nice with their current setup, and doesn’t create more headaches. Less disruption. More reliability.
The idea
To show that we see their frustration, we built an ‘anti-hype’ campaign that personified AI as an eager but incompetent intern. By using humor to reflect the true realities of IT professionals, we positioned Red Hat not as more AI hype, but as the solution that works with and for you.
The execution
Global video strategy: Executed 12 commercial video spots for Connected TV (CTV) and social platforms.
Cross-platform design system: Architected a scalable visual framework to deploy a massive suite of companion static, social, and display assets without bottlenecking production.
Global & experiential scale: Localized the entire campaign across 9 languages and adapted the core narrative for an immersive, in-person event activation.
Credits
Creative Directors: Jen Wiggs & Nick Burns
Strategy Director: Jacques Oury
Creative Strategist: John Lane
Copywriter: Sunny Lim
Art Director: Karen King
Producer: Doug Smith
RH Producer: Rachel Rooney
Director: Danny Corey
Cinematographer: Kyle Messina
Editors: Brett Abramsky, Kieran Moreira, John Bosco
UX Designer: Rachel Ertel
Account Manager: Paige Johnson
Project manager: Matias Faundez
This is the personal site of Nick Burns and is in no way affiliated with or endorsed by Red Hat, Inc.
