PagerDuty CoPilot Launch Video
TV/video/2024
Challenge:
PagerDuty was preparing to launch CoPilot, its first generative AI product. The challenge was to introduce a new, complex capability in a way that felt innovative, approachable, and aligned with PagerDuty’s established brand, while also creating excitement with both technical users and executive buyers.
Approach:
I led creative direction for the launch video in partnership with the agency Theo Darling. Together we:
Developed a storytelling arc that translated the product’s AI-driven value into simple, relatable scenarios.
Directed the creation of a modern, high-energy visual style that balanced trustworthiness with innovation.
Crafted a narrative that positioned CoPilot as an intelligent partner for operations teams, amplifying the impact of PagerDuty’s platform.
Ensured alignment with product marketing so messaging was clear, compelling, and future-proof given the rapid evolution of AI.
Impact:
The CoPilot launch video became a centerpiece of the product debut, driving awareness and excitement across digital channels, product announcements, and customer events.
Generated strong engagement and positive response from customers, prospects, and internal audiences.
Helped position PagerDuty as an early mover in applying generative AI to operations, strengthening its innovation story.
Provided a versatile, reusable creative asset for campaigns, events, and executive storytelling.