Forcepoint: advert-body-2 by Mechanica
- Location:
Forcepoint, a commercial enterprise security spin-off of defense contract company Raytheon, is launching a new brand campaign, 'Protecting the Human Point'. This rebranding, executed by creative marketing agency Mechanica, was a large scale project that involved conducting research, creating a soup-to-nuts positioning and naming (resulting in the Forcepoint name), building a Governing Brand Idea for the company, rebuilding the website, doing product renaming, and creating a brand campaign.
Mechanica built off the insight that the field of cybersecurity is growing massively and that everyone is worried about it, but rather than technology being the solve to the problem, people are at the core of the cybersecurity challenge. Mechanica created the Governing Brand Idea – “protecting the human point” – in which the company was taking tech out of the equation and making cybersecurity about people instead.
Credits
Agency: Mechanica
Creative Director, Mechanica: Jim Garaventi
Creative Director, Mechanica: Jim Amadeo
Executive Producer, Mechanica: Brian Smith
Brand Director, Mechanica: Ryan Lee
Production: Skunk
Director: Brent Harris
President: Matt Factor
COO/Executive Producer: Shelly Townsend
Producer: Ed Callaghan
DP: Jason McCormick
Photographer: Gunther Campine
Editing @ Cut & Run NY
Editor: Akiko Iwakawa
Assistant Editor: Katie Pehowski
EP: Lauren Hertzberg
HOP: Ellese Jobin
Finishing @ Jogger NY
Lead Flame Artist: Joseph Grosso
Producer: Yoko Lytle
Color Correct @ CO3 NY
Colorist: Tom Poole
Mix/Sound Design @ Heard City
Mixer: Cory Melious
Graphic Design @ Trollback
Chief Creative Officer: Alex Moulton
Executive Producer: Erica Schrager
Creative Director: Brian Bowman
Producer: Kevin Anderson
Lead Animator: Koda Ko
Original Music @ South