Overview
A Dollar Shave Club–style walk-and-talk commercial — fast, funny, straight to camera — created to introduce the product to a whole new audience. The goal was to take a B2B tool with deep roots in one market and make it feel approachable to a younger, broader set of business professionals, as a deliberate commercialization and product-testing experiment.
The strategy
The company’s product had a strong home in financial services and insurance. This spot tested a hypothesis: that the same value could resonate down-market with a younger, wider professional audience — if the message felt less like enterprise software and more like a brand people actually enjoy. Borrowing the irreverent, direct-to-camera energy of Dollar Shave Club made a B2B product feel human and shareable, and lowered the barrier for a first-time, non-enterprise buyer.
The work
I owned the concept, production, and go-to-market — shaping a spot that could carry the brand to a new demographic, producing it, then running it on social as a live experiment to see who leaned in. Rather than a one-off brand film, it was built as an instrument: a way to generate real signal about demand outside the core verticals.
Results
- Reached 250K+ on social media
- Sparked vertical exploration into new industries beyond the core financial-services and insurance markets — turning a creative experiment into a direction for product and go-to-market
Watch
The full commercial is embedded at the top of this page.