When VMware’s Carbon Black team was ready to make a bold return to market prominence, they turned to Willis Collaborative to lead a creative refresh. The goal was to re-energize the Carbon Black brand and powerfully communicate its value proposition to customers through two distinct video narratives.
Willis Collaborative began by closely partnering with Carbon Black’s marketing team, developing and refining scripts for two complementary videos. The first was an anthem video designed to powerfully reintroduce Carbon Black, clearly articulating the brand’s core values and unique strengths. The second video delved deeper, contrasting next-generation antivirus solutions with advanced Endpoint Detection and Response capabilities, highlighting Carbon Black’s clear advantages.
Central to the brand refresh was the creation of an entirely new illustrative visual identity. Willis Collaborative explored multiple illustration styles and delivered a versatile library of illustrations that informed not only the videos but other strategic marketing initiatives as well.
Guided by detailed storyboards informed by these new visuals, Willis Collaborative produced two dynamic, high-energy motion graphics videos. The resulting campaign effectively re-established Carbon Black’s brand voice and positioned VMware Carbon Black as a vibrant, leading presence in cybersecurity.