Accelerate AI
Accelerate AI was a week-long, multi-channel initiative designed to elevate F5’s AI narrative and position the brand as a leader in enterprise innovation. The program required alignment across web, social, external creative agencies, internal stakeholders, and strategic partners, translating complex capabilities into a clear, unified story.
As creative lead, I helped shape the campaign direction and guided teams toward a cohesive visual and messaging system across channels. By aligning strategy, design, and execution, the campaign delivered a consistent content ecosystem that strengthened brand perception and brought clarity to F5’s evolving AI story.
Year: 2025
Company: F5, inc
Role: Art & Creative Direction
THE COLOR PALETTE
A restrained color system was utilized to support the cadence of daily content, creating intentional differentiation between themes and announcements while maintaining a cohesive narrative across the week.
Primary
Day 1
Day 2
Day 3
Day 4
Day 5
THE VISUAL LANGUAGE
Illustration served as a strategic device for translating complex AI concepts into clear, approachable visual themes deployed across web, social, and blog content. The system distilled technical subject matter into recognizable visual moments aligned with daily themes, establishing a cohesive language that scaled across channels. By anchoring the campaign in a unified visual framework, illustration ensured consistency while allowing diverse content to function as part of a single, evolving narrative.
THE WEB EXPERIENCE
A living web experience anchored the campaign, with daily homepage refreshes surfacing featured content and funneling audiences to the Accelerate AI landing page, where each release layered into a cohesive, weeklong story.
The homepage
Day 1: AI industry research
Day 2: XOps
Day 3: AI security
Day 4: AI scalability and connectivity
Day 5: Accelerate AI
The landing page
Day 1: AI industry research
Day 2: XOps
Day 3: AI security
Day 4: AI scalability and connectivity
Day 5: Accelerate AI
THE CAMPAIGN PROMOTION
Social played a central role in extending the campaign’s reach and reinforcing its daily momentum. A hero video established the overarching narrative, while themed sizzle videos released throughout the week translated complex AI topics into approachable, platform-native storytelling on LinkedIn. Supporting posts directed audiences to featured content, creating a connected ecosystem between social engagement and deeper web experiences.