Expect More:
A multilingual video campaign.

A 10-video LinkedIn ad series built from concept to delivery. Targeting IT decision makers across English, Italian and French markets.
Project Overview
Project
Multilingual Video Campaign

‍Client
Systal Technology Solutions

‍Role
Creative Direction / Global Head of Design

‍Scope
‍Campaign concept /  Creative direction / Scriptwriting / Video production / Motion design / Sound direction
Key Achievements
The campaign name, the concept, the scripts, the edit, the motion design - all of it. Expect More started as an idea and became a fully realised multilingual campaign for Systal Technology Solutions.

Concept to metaphor  
The CD discipline of making complex IT propositions immediately human. A phone buzzing unanswered at 3am. A car that can't see the road ahead. A migration going nowhere. Abstract services, visceral moments.

Results included:
• Campaign identity "Expect More" conceived, named and built from scratch.
• Consistent visual language across 10 videos in English, Italian and French.
• Systal SAM platform integrated as hero product evidence across the series.
• Dedicated campaign landing page developed to support the series
The Challenge
Systal needed to establish authority in a crowded managed services market,  competing against names like IBM, Kyndryl and Palo Alto, without the budget or resource those brands bring to market.

The brief was to create content that spoke directly to the daily reality of IT decision makers. Not a product pitch. Not a feature list. Something that made the viewer feel seen before Systal was ever mentioned.

The challenge was making technical managed services feel urgent, personal and worth acting on. In a LinkedIn feed, on a mobile screen, with sound off.
The Strategy
The campaign required both creative concept and full production execution.

Three priorities shaped every decision:
‍Speaking the language of the buyer
‍Each video opens with a problem the target audience is living with: network failure, vendor lock-in, lack of accountability, cybersecurity exposure, migration complexity. The viewer is confronted with their own situation before Systal is ever mentioned. The product enters as the solution, not the subject.

‍A consistent visual system
‍A locked text system: Montserrat only, white throughout the problem section, Systal blue on solution moments exclusively. This  gives the series a distinctive visual identity that works at speed in a feed. The discipline of the system is what makes the blue land when it appears.

‍Platform-native production
‍Every decision was designed for how LinkedIn video is actually watched. Vertical format. Snap-on text. Music dropping at the pivot line. The end card structure. Nothing was adapted from another format,  it was built for this one.
Createive Direction
The text system

‍Montserrat only. White for problem, accusation and challenge. Systal blue exclusively for solution moments (Systal capabilities, positive outcomes, the campaign line).
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Snap on, snap off. No fades, no slides. Two sizes: 80pt for connective words, 160pt for emphasis. The restraint of the system is what gives every blue word its weight.

‍The structure

‍Every video follows the same arc: problem, escalation, pivot, solution, Expect More.

The pivot is always a silence moment. Close up direct to camera. Hero text. Music drops. The viewer feels the shift before they understand it.

The structure is identical across all 10 videos so the series feels like a campaign not a collection.

‍The end card

‍Speaker delivers Expect More. Gaussian blur ramps up over 20 frames. #ExpectMore snaps on. Logo fades in. URL fades in. Hold 4 seconds. Consistent across all 10 videos in all three languages. The last thing the viewer sees is always the same.

‍The teaser

‍Before the campaign launched, a 45-second teaser was built from behind the scenes shoot footage. All 10 speakers.

The Systal Highland cow mascot SAM, who shares a name with the SAM AI platform. Eight problem flashes. One solution. Every speaker saying Systal one after another.

The final speaker catches SAM the cow and delivers Expect More to camera.
Execution
Concept to delivery directed by myself.

Work included:

• Campaign naming and concept:  Expect More
• 10 scripts written across English, Italian and French
• Speaker direction across 10 contributors
• Stock direction and sourcing across all 10 videos
• Systal SAM platform footage art direction
• Full motion design system built in After EffectsEdit and grade in Premiere Pro
• Sound design direction phone ringing, system alerts, error sounds, music drop points per video
• Teaser trailer concept, production and edit
• Landing page creative direction for agency build
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The Global Dimension
The campaign was built to travel.

Beyond the English language series, the campaign extends into Italian and French, each delivered by native speakers addressing market-specific pain points in their own language.

The visual system was designed to work across languages from the start. Montserrat holds across Latin scripts.
The snap-on text treatment works regardless of word length.

The end card is identical in every language: logo, #ExpectMore, URL. One campaign identity, three markets.

This wasn't localisation as an afterthought. It was built into the production from day one.