The potentially dry details of enterprise AI integration take on a playful and engaging tone in this illustration-based brand film from the design and motion crew at BUCK for data management and analytics platform Cloudera.

From the team at BUCK: “Cloudera approached us to help build awareness among key decision-makers with a campaign that positioned them as a trusted guide on the journey to enterprise AI.

“Although a respected heavy hitter, Cloudera was facing new competitive challenges. They needed to reframe their offering for the AI era, and share their unique value in a powerful way. With their years of experience managing epic amounts of data — a truly mission-critical task in the digital age — they had something that new competitors could not claim: trust.
 

“Illustration became a primary driver of the campaign, allowing us to connect punchy messaging to clever visual metaphors.”

 
“We worked closely with Cloudera’s team to establish a campaign platform and messaging framework that would resonate with decision-makers. Our shared goal was to speak to trust in a bold and engaging way, cutting through the AI-marketing noise.

“We developed a messaging platform that balanced credible authority and quippy colloquialisms with a visual system using vibrant color and eclectic illustrations. The result was a dynamic approach that emphatically positions Cloudera in the marketplace, while shaking up the idea of what a data company ‘should’ look and sound like.

“Illustration became a primary driver of the campaign, allowing us to connect punchy messaging to clever visual metaphors. Taking inspiration from the style of technical drawings and airline safety brochures, we cast this sensibility through a more vibrant and playful lens.

“The result is a colorful world of disco balls, rocket ships, monster trucks, and everything in between — all brought to life in a hero film that explores the journey to enterprise AI, as expertly guided by Cloudera.”
 
 

 
Client: Cloudera

Production: BUCK
Group Creative Director: Camille Chu
Creative Director: Mike Payne
EP: Kim Stephens
Associate Creative Director: Kirk Johnson
Senior Producer: Mackenzie Kuzman
Producer: Haley Arenson
Associate Producer: Sam Snyder
Production Coordinator: Cody O’Neill
Art Director: Mary Kate Henry
Brand Strategist: Tina Surelia
Design Lead: Matt Varner
2D Animation Lead: Gavin Kosko
Copywriter: Charlie Short, Dave Evans,: Bec Couche
Storyboard: Junyi Xiao, Tucker Klein
Design: Lorena Manhaes,Wesley Chen, Kenni Huang, Hanna No, Soyeon Kim, Danni Xi, Twisha Patni, Jacob Myrick, Grace Park, Jose Flores, Joel Plosz, Joao Lavieri, Gunnar Pettersson
3D Animation: Gavin Kosko
2D Animation: Ryoko Kondo, Fabian Morison, Nick Brown, Gavin Kosko
Cel Animation: Stephen Loveluck

Music/sound design/mix: PICO Sound
Group Creative Director: Lucas Field
Sound Designer: Sergio Rocha

Special Thanks: Surabhi Rathi, Marla Moore, Andy Lyon, Tony Legato, Nancy Liu, Vicki Liu, Lauren Kittle, Rusty Van Riper, Florence Dagostini, Julia Chu, Sam Lee, Shannon Rollins