This is How for Airtable
The Work/This is How
Brand CampaignAirtableEnterprise SaaS2024

This is How

Showing what software could do, without explaining a thing.

Prologue

After years helping startups and agencies kick some ass, we helped the cloud-based collaboration SaaS launch their first national campaign. The line between 'wow, this is cool' and 'what does this even do?' is razor-thin.

Core ObjectiveShow what the product does without teaching the product.
DisciplinesCreative Direction · Copywriting · Scriptwriting
THE CHALLENGE

THE CONFLICT

The Explanation Trap

Product specs weren't going to work

Some people may call it a souped-up Excel, but those who use Airtable know it's far more powerful. We needed to show what software could do — not through specs or demos, but through moments that felt real.

THE WORK

THE RESOLUTION

Rhythm as Proof

We created four :15 spots, each built around real, high-stakes moments where teams need to move together. Instead of specs or demos, the work focused on rhythm, precision, and language — showing how work flows when the system actually works. Every word had to land at exactly the right moment. The pacing did the explaining.

This is How | Launch Spot

THE SHIFT

“We established Airtable's voice at a national level. We broke through the SaaS market by focusing on purpose versus demo. We didn't teach the product — we showed the results.”

4:15 Broadcast Spots
NationalCampaign Scale
3Deliverable Channels

NEXT CASE STUDY

Rebranding a Giant

What does a 150-year-old energy company say when the world decides energy has to change?

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