in a perfect world, you have all the hours you need to craft a campaign. but sometimes, the most exciting projects have tight and very fixed deadlines.

for Nscale, the Nvidia-backed cloud computing start-up, the team and i were tasked with concepting, creating, and executing an awareness campaign over the course of 10 days ahead of their appearance at a major tech event in Paris.

the brief was simple; provide cut through, and make us sound human. oh, and do so in two languages. the result was a playful campaign featuring brand videos and out of home assets that made Nscale the talk of VivaTech 2025.

our approach was twofold. firstly, we took inspiration from the location of the ads— in the airport and close to the business district —to present scenarios that would resonate with the target audience. secondly, we landed on the element of control as the key driver of creative. in many situations, you have no control, but that’s never the case with Nscale.