Challenge
As PagerDuty expanded its platform and audience, we needed a powerful, relatable way to reach business leaders and decision-makers. The goal was to translate the mission-critical value of PagerDuty into a story that could break through across TV, digital, and events. We set out to create our first-ever broadcast TV spot—a bold, cinematic narrative that dramatized the urgency of digital operations and the real-world stakes when things go wrong.

Approach
I led the development of the campaign from concept to launch, partnering with creative agency Owen Jones to bring the vision to life. Together, we created a high-stakes outage scenario that positioned PagerDuty as the invisible hero keeping businesses running.

The spot blended urgency, drama, and humor to show how PagerDuty helps teams act fast and prevent customer impact. We produced multiple versions (:60, :30, and :15) for broadcast, digital, and social channels. Production took place across several locations during COVID-19, requiring close coordination and strict safety measures. Despite the challenges, the spot premiered on CNBC in September 2021 with high production quality and broad reach.

Impact

• Elevated PagerDuty’s visibility with a new executive audience

• Positioned the brand as essential infrastructure for modern operations

• Reinforced trust and relevance through a memorable, human story

• Became a key asset for ongoing campaigns and event storytelling