F5 - F5: A Force For Making Cybersecurity Personal

​CONCEPT- F5 is a cyber security company. This spot is its anthem on keeping everyone safe. The campaign is speaking to their clients (big enterprise companies, and the companies's clients, which is the everyday person.

Spot will start with thee threat of cyber attacks via a montage of VOs, news footage and headlines.
The campaign will then shift to the human element- photo journalistic images of people at home, in the office and general family life.
VERY important to the client that all shots feel editorial and not stock-y, the beauty lies in the realness and imperfection.

GENERAL:
Stylistically, think editorial, not advertising.
- Looking for an authentic, diverse cross-section of American people. -
DE&I is key--gender, age, ethnicity and abilities.
- Need range of tones, from heartfelt to goofy to gritty to adorable.
- Need both black & white, color.
- Fidelity should range from professional portraiture to loose and amateur-shot.
- Authenticity and storytelling are critical. Let’s avoid anything that looks like a typical “stock” photo.
- Lean towards showing people and their relationship with technology (smartphones, tablets, etc.) —this is for a cybersecurity company, so leaning into tech will help us differentiate from other more general lifestyle brands (e.g. insurance, car, healthcare). Tech interaction isn’t a must, but would like a good representation.
SEE GROUP DESCRIPTIONS FOR MORE DETAILS/ SHOT LIST ITEMS

TAGS: Group Tag, Date, UGC, Rights Managed, Editorial, Royalty Free (email if applicable), Influencer (if applicable), Device (if tech is in the frame)​