Ad campaigns: Cobalt Robotics
Three campaigns for awareness, recruitment, and brand visibility
Cobalt Robotics offered a new kind of security service, combining AI-powered robots with remote human specialists. Because the model was still unfamiliar within the industry, the brand needed to communicate across several fronts at once: introducing robots in the workplace, building broader visibility, and recruiting people capable of helping shape an emerging field.
As Creative Director, I developed advertising creative across digital display, social media, print, and out-of-home formats, generating campaign concepts, visual design, art direction, and final production. Copy ownership varied by campaign, much of the photography was mine.
Digital billboard
For Cobalt’s digital billboard, I owned both the message and its visual expression, developing the billboard from initial concept through final production. Large-scale, drive-by formats call for an immediate idea, concise copy, and a composition that can be understood quickly at a distance. The opportunity to leverage the digital billboard’s backlight to reinforce identity through the robot’s signature blue LED headband made the project particularly memorable.
“Robots at Work”
“Robots at Work” was an awareness campaign using copy developed by Cobalt’s Marketing Director along with my visual concepts and execution. The creative needed to attract attention while continuing our theme of presenting workplace robotics as both credible and approachable, balancing a no-nonsense character with an amiable tone.
“We’re Hiring”
Cobalt’s recruitment campaign needed to reach people interested not simply in filling an established role, but in solving new problems within an emerging industry. I developed the copy and all creative for a flexible series built around lines including:
We’re hiring problem solvers
We’re hiring innovators
We’re hiring adventurers
We were casting a wide net as we sought to attracted talented people who knew they were more than one thing.
One brand across different objectives
Although the three campaigns addressed different audiences and business needs, each had to feel unmistakably Cobalt. I continued to evolve our visual identity as a flexible system, avoiding a rigid template so that hierarchy, composition, imagery, and copy emphasis could adapt to each objective and format.
Across this body of work, I contributed:
Campaign concepts and themes
Advertising copy for the billboard and recruitment campaign
Visual concept and design for all three campaigns
Art direction and review
Adaptation across digital, social, print, and out-of-home formats
Final production
Media planning, purchasing, and placement were expertly managed by our marketing team.