A digital campaign was developed to reposition APM (Asset Performance Management) as an extension of expertise rather than an alternative to established methods. The insight driving the work was clear, our audience had lived through every failure and event in our data set, and it was their experience that made predictions possible.

I created the creative direction, art direction, and design for the campaign, shaping the concept from initial idea through to final execution. The film celebrated the audience’s vast knowledge, framing APM as a tool that amplified their expertise rather than replaced it.

Working closely with photographer and film crews, I guided the production of striking portraits and cinematic sequences that brought the idea to life with authenticity and impact. The resulting assets delivered a cohesive and memorable campaign across digital and social channels, resonating with an audience proud of their legacy and open to its future potential.