SCOPE

Kognitos set out to challenge the perception of traditional automation tools as clunky, frustrating, and inaccessible. They wanted an out-of-home campaign that would position their brand as a forward-thinking, intuitive alternative. One that communicates in plain English, removes technical barriers, and actually feels like progress. The creative needed to be bold, memorable, and clever, without sacrificing professionalism.

PROCESS

I started by identifying spaces that reflect forward motion; escalators in metro stations or along popular running routes stood out as both metaphorically and physically aligned with the idea of progress. When focused on tone, it was important to maintain Kognitos’ core differentiator: its use of plain English to perform complex automations. That led me to humanize the tech, not by mimicking humans, but by using confident, cheeky copy that makes the experience feel conversational and easy. I also wanted this copy to span discourse levels based on target dem / city: more tech-focused jargon for SF, more cheeky, date-able copy for NYC metro, etc. Each one positioned Kognitos as intuitive, empowering, and just self-aware enough to be memorable.