F5's flagship event (formerly Agility) was reborn in 2024 as AppWorld, their first in-person conference in five years.
Goals
Beyond simply driving registration for the conference, the goal was to introduce previous Agility attendees to the new evolution of the conference, and introduce new attendees to it for the first time.
I created two hype videos for use on YouTube, the event website, and in the social media campaign. Additionally, I was one of two lead designers on the social media team running the marketing campaign for the event, as well as the subsequent events in other theaters around the world. Using the visual language and music of the second hype video, I created a series of videos for social and paid media. These were posted leading up to and following the conference. The visual elements also informed the motion design used at the conference itself, on signage, looping booth videos, and more.
Challenges
The first hype video was specifically meant to function as a teaser trailer. It was created prior to registration opening, and therefore had a very minimal script. This also meant I was not able to use stock or proprietary footage. I therefore leaned into kinetic typography. The script references the Be a force for campaign, which F5 had successfully run prior.