CONTEXT — THE PROBLEM BENEATH THE PROBLEM


CreativeDrive was a factory: fast, scalable, frighteningly efficient.


Clients liked the output.

Creatives saw an existential threat.


The brand wasn’t a brand - it was, in its own words, ‘scale and speed’. Without identity, both read like automation coming for your job.

The real problem wasn’t ‘awareness.’ It was trust.
If people only see a pipeline, they assume the pipeline replaces them.

THE REFRAME — THE REALIZATION THAT CHANGED EVERYTHING


You don’t neutralize fear of automation with corporate messaging.
You neutralize it with proof of humanity.


If the company wanted to be seen as a creative ally — not a commodity vendor — it had to show the makers, the mess, the taste, and the joy that can’t be automated.

In short: the story wasn’t ‘we’re efficient.’ The story was ‘we’re creative — and our system amplifies humans.’

THE LEAP — THE MOVE NO ONE ELSE WOULD HAVE MADE


I built a branded content series that stripped off the varnish and documented the organism underneath: short films, interviews, weird collaborations, and creator-led stories that showed how the work actually gets made.

Ray Parker Jr. in the studio.

KINGS OF SPANK being joyfully unhinged.

Manhattan makeup artists improvising art.

A rotating chorus of makers—taste on display, not corporate claims.

Each piece was designed to shift perception:

from throughput → culture
from pipeline → people

from threat → curiosity

IMPACT — THE SHIFT CAUSED


The films didn’t ‘support’ a brand voice — they became it.


They helped reposition CreativeDrive from invisible vendor to visible creative partner, inside the company and out in the market.

That narrative shift became real business leverage, contributing to momentum that culminated in Accenture’s ~$300M acquisition — proof that culture isn’t decoration, but a force multiplier.


*please note that CreativeDrive was acquired by Accenture in 2020 and all of its sites were subsumed under AccentureSong, which prioritized different goals