PagerDuty Saves the Day
TV/video/2021

The Challenge:
As PagerDuty expanded its platform and audience, we needed a powerful, relatable way to connect with business leaders and decision-makers. The challenge was to distill the mission-critical value of PagerDuty into a format that could break through the noise across TV, digital, and event channels.

We set out to create our first-ever broadcast TV spot—a bold, high-impact narrative that dramatized the urgency of digital operations and the real-world stakes when things go wrong.

The Approach & Execution:
I led the development of the campaign from start to finish, bringing on creative agency Owen Jones to bring our vision to life. Together, we crafted a cinematic storyline centered on a high-stakes outage scenario that highlighted PagerDuty as the invisible hero keeping businesses running.

The spot combined drama, urgency, and a touch of humor to showcase how PagerDuty empowers teams to act fast and resolve issues before customers are impacted. We produced :60, :30, and :15 versions to ensure broad reach across broadcast, digital, and social platforms.

Production took place across multiple locations during COVID-19, requiring careful coordination and safety planning. Despite the challenges, we successfully launched a premium-quality spot that debuted on CNBC in September 2021.

The Impact:
The campaign elevated PagerDuty’s visibility with a new audience and positioned the brand as essential infrastructure for modern digital operations. It introduced the platform in a human, memorable way and reinforced our role as a trusted partner in high-pressure moments. Link to video

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PagerDuty CoPilot (TV/Video)