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Conference Branding

Challenge
SmartBear needed its annual Go-To-Market Kickoff (GTMKO) to feel exciting, relevant, and fun. We needed something that would energize teams, reinforce company goals, and boost engagement across Sales and Marketing.

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Concept
We asked: “If SmartBear’s story were a blockbuster movie, what would it be?” With AI on the rise, we built a movie-within-a-movie narrative featuring the executive team (CEO, CMO, CRO, etc.) as superheroes battling for good software (“eradicate those pesky bugs!”), with the entire Sales and Marketing org cast as their sidekicks.

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Execution

  • Produced an AI-generated movie trailer as the event opener.

  • Created 50+ AI superhero avatars of employees, used in games and presentations to show side-by-side with their real photos.

  • Transformed the venue into a red-carpet movie premiere with giant posters, cardboard cutouts, and box office–style décor.

  • Designed event branding, key visuals, and collateral inspired by modern sci-fi movie posters.

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Results
The over-the-top, tongue-in-cheek superhero theme resonated. Engagement soared, surveys reported a 95% satisfaction rate, and employees loved seeing themselves woven into the campaign. The concept boosted morale, created a sense of shared mission, and set the tone for a high-energy, successful year.

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Team

Art Director: Melissa Blenkhorn

Video: Raymond Chen

Script and Copy: Maureen Plowman

Creative Director: Tradd Sanderson

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