How do you make a campaign about automating IT services feel human?

Rather than falling back on tech-y clichés or trying to anthropomorphise AI, we chose to frame TOPdesk’s service automation as something simple, reliable, and seamless: you set it up once, and it keeps doing its thing (so you can get back to yours).

We brought this idea to life with a playful visual metaphor of Newton’s Cradle, paired with the line “Automate your services and keep it moving”.

What I worked on:

• Concept development

• Creative copywriting

• Scriptwriting

• UX writing

Credits:

Design/Art Direction: Orphé Tan-A-Kiam

Animation: Trim Tab Studio