As the concept creator, writer, and director/DP, I moved away from typical B2B ads to capture a more authentic emotion. The vision was a series of three ads built on the single, cathartic idea that marketers could finally find relief from their software frustrations.
Each ad shows an marketer finally snapping and destroying their computer in a hilariously over-the-top way—with a flamethrower, a mug of water, or a fish tank. These acts are metaphors for the quiet rage that builds in a cubicle.
The surreal act of destruction abruptly pivots to the clean, powerful, and intuitive HubSpot interface, delivering the message that there is a better way.Executed with an indie-film mentality, we turned the tight budget into an asset, relying on a strong concept and clever practical effects to create high-impact visuals.
"The Breaking Point" proved to be a highly effective and efficient campaign. The creative resonated strongly, achieving a 41% view-through rate—beating the industry benchmark—and successfully drove an 11% brand lift. The entire three-spot campaign was produced for just a fraction of the typical agency cost. This project demonstrates the ability to take a campaign from a single insight to final execution, delivering high-impact work that respects the client's resources and leaves the audience with one simple message: You don't have to hate your marketing software.