The Perfect Partnership

Awareness Social Campaign

The Perfect
Partnership

The Challenge
Citrix and Google Chrome OS formed a partnership to provide a secure, end-to-end workspace for the hybrid/remote workforce. While there are multiple benefits for customers to enjoy from this venture, Citrix and Google Chrome OS needed a social campaign that would cut through customer complexity and focus on the simplicity and security the partnership provides.

A Conceptual
Solution

The use of Illustration has been the hallmark of the Citrix brand and throughout the years, proven an effective tool to communicate its products and services to customers. Our solution was to build on that legacy by developing a series of animated editorial scenarios that showcase the diversity of remote work environments protected by Citrix and Google Chrome OS.

Crafting illustrations that effectively build on a headline is a process of editing.

Below are some of the rejected outtakes that didn't make the cut. A few executions took a more device-centric theme using gestures and metaphor, others took shape by incorporating remote, abstract environments such as a living room couch or porch and pairing them in a surreal manner with a keyboard or web browser.

When in doubt, zoom out.

After more exploration, we discovered the best way to convey a sense of protection was to show the entire user working on a device in different remote environments.

Developing a Visual System with Animation

In order for the illustrations to look and feel like part of the same campaign, a design strategy was implemented to help give it all a visual consistency. Hero images were to be faceless, obscured by the virtual cloud, and engaged with technology. Their environment should conceptually reinforce the headline allowing for a small element to be animated.

Social Engagement

Animated social tiles were developed with messaging that reinforced the narrative of a secure-by-design remote work solution that gives users the flexibility they need to do their best work.

Credits

Art Director
Adriano Rosales

Creative Director
Steven Anaker & Scott Thibodeaux

Designer
Adriano Rosales

Writer
Noam Paoletti

Motion Designer
Adriano Rosales

About the Client
Citrix Systems, Inc. is an American multinational cloud computing and virtualization technology company that provides server, application and desktop virtualization, networking, software as a service (SaaS), and cloud computing technologies.