CREATIVEDRIVE: GIVING A TECHNOLOGY COMPANY A HUMAN VOICE
CORPORATE HUMANIZATION BY WAY OF ACTUAL HUMANS.
ROLE: CREATIVE DIRECTOR, BRANDED CONTENT
WORK: FILMS, INTERVIEWS, INTERNAL NARRATIVE, EXTERNAL POSITIONING
OUTCOME: CULTURE → BRAND → ACQUISITION FUEL
CreativeDrive was a technology company. Its proprietary software, VIEW and later CORACGI, ran content production at scale: fast and frighteningly efficient.
Clients liked the output. Creatives saw a machine with no one inside it. The company described itself as “scale and speed,” which told them there was no room for taste or authorship.
Corporate messaging wasn’t going to fix that.
WORK: FILMS, INTERVIEWS, INTERNAL NARRATIVE, EXTERNAL POSITIONING
OUTCOME: CULTURE → BRAND → ACQUISITION FUEL
CreativeDrive was a technology company. Its proprietary software, VIEW and later CORACGI, ran content production at scale: fast and frighteningly efficient.
Clients liked the output. Creatives saw a machine with no one inside it. The company described itself as “scale and speed,” which told them there was no room for taste or authorship.
Corporate messaging wasn’t going to fix that.
Proof of humanity might. So I built a branded content series that showed the people inside the machine: short films, interviews, weird collaborations and creator-led stories about how the work actually got made.
Ray Parker Jr. in the studio. KINGS OF SPANK, joyfully unhinged. Manhattan makeup artists improvising art. Taste on display instead of claims.
The films became the brand’s voice. Inside the company and in the market, CreativeDrive went from invisible vendor to visible creative partner, and that shift fed the momentum that ended in Accenture’s 2020 acquisition.
Ray Parker Jr. in the studio. KINGS OF SPANK, joyfully unhinged. Manhattan makeup artists improvising art. Taste on display instead of claims.
The films became the brand’s voice. Inside the company and in the market, CreativeDrive went from invisible vendor to visible creative partner, and that shift fed the momentum that ended in Accenture’s 2020 acquisition.
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THE DANCE CREW - KINGS OF SPANK
THE MUSIC LEGEND - GHOSTBUSTERS’ OWN RAY PARKER
THE AI EXPERT - NEAL CONLON
THE CREATIVE DIRECTOR - ECD FRANK TARTAGLIA
THE DESIGNER - JOSUE GARRO
THE MAKEUP ARTIST - MAHFUD
IN THE DRIVER SEAT - LIZ
IN THE DRIVER SEAT - BLAKE
IN THE DRIVER SEAT - ESTEFFANIA
WOMEN OF CREATIVEDRIVE
CREATIVEDRIVE REEL