TE Connectivity

Our Fiber Comes Alive campaign had to do more than raise awareness. It needed to reframe TE Connectivity’s value around their buyers‘ needs. This was challenging to say the least. TE had thousands of fiber products organized by the corporate divisions that made them, instead of by industries or needs they served. PJA helped TE identify five key global categories of emerging demand and realign their fiber offerings around them. 

Once we had the new organizational framework, we set to work creating an integrated B2B advertising campaign to deliver on it. Online ads featured videos and downloadable innovation briefs that built on TE’s role as a catalyst for technological advancement. And business unit promotions, a fiber connectivity microsite, and registration-worthy content proved TE’s credentials as the leader and driving force in the industry. 

Another project was introducing their new tagline we developed – Every Connection Counts. The work consisted of a brand videos, landing page destinations, online banners and print.

My Contributions: On-set creative direction, casting, art direction, video post-production and editing