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HPE's New Campaign Brings Monster Tech Problems to Life and Blows Them Away

The TAME I.T. campaign brings the IT Monster to life as a disruptive character who personifies IT complexity

HPE's New Campaign Brings Monster Tech Problems to Life and Blows Them Away

Modern IT environments can be complex and difficult to manage. Legacy systems, constant workarounds and third-party solutions can grow out of control.

For IT customers, it can feel like a “monster” that takes on a life of its own, disrupting business, slowing innovation and impacting business productivity.

The TAME I.T. campaign brings the IT Monster to life as a disruptive character who personifies IT complexity and specific customer pain points with humour – demonstrating the company's empathy and deep understanding of IT customers’ challenges.

Each creative execution uses the IT Monster to represent a specific pain point and shows how businesses can TAME I.T. with software-defined solutions from HPE. HPE software-defined solutions reduce complexity, offering a simple, flexible, easy-to-manage experience that empowers IT to operate at speed of business – accelerating innovation and delivering a competitive edge.

The global campaign is driven by a digital-first strategy, and the work will appear in the U.S., United Kingdom, Germany, France, and Japan. Campaign media elements include Digital Video, Display Ad, Search, Social, OOH, Broadcast and Events.

Global Head of Brand Experience, HPE, Marissa Freeman, stated, “At HPE, we obsessively focus on identifying and resolving our customers’ challenges. It is our reason for being. And, what better way to bring to life one of the industry’s monster problems, than with a literal monster. It is a light-hearted interpretation of a deep-seeded problem, injected with a dose of humanity. We believe our customers will not only relate, but smile.”

Chief Creative Officer, Publicis New York, Andy Bird, commented, “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.
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Advertiser: HPE

Creative Agency

Creative Agency: Publicis North America

Copywriter: Chris Wilson

Art Director: Dudu Gomes, MK Kim

Executive Creative Director: Matt McKay

Chief Creative Officer: Andy Bird

Account Executive: Sam Sykes

Business Manager: Deanna Gattie

Music Producer: Rachel Rauch

Account Supervisor: Mike Brokamp

Client Servicing: Scott Herring (Global)

Strategy Director: Scott Herring (SVP)

Designer: Halli Rosen

Executive Producer: Lauren Schneidmuller (Broadcast), Kathleen Bennett (Integrated)

Production Company

Production Company: Imperial Woodpecker

Executive Producer: Charlie Cocuzza

Director: Simon McQuoid

Producer: Anita Wetterstedt


Edit Company: MACKCUT

Editor: Ian Mackenzie

Producer: Bugs Russell

VFX: The Mill

Executive Producer: Gina Pagano/ Melanie Wickham (The Mill)

Post Production / VFX

Colourist: Fergus McCall

2D Artist: Ari Garber, Kieran Hanrahan, Yongjae Lee, Akshay Jain, Arijit Ghosh, Badrinath Chinimilli, Jyoti Tiwari, Nithin Babu

Designers: Adam Pearlman, Kyle Leicht

2D Lead: Jimmy Bullard

Colour Company: The Mill

Colour Producer: Evan Bauer

Production Coordinator: Samuel Centore

Shoot Supervisor: Tony Robins

3D Lead Artist: Christian Nielsen

Executive Producer: Rochelle Brown (Colour)

Matte Painting: Charles Lee


Executive Producer: Sasha Awn

Audio Engineer: Evan Mangiamele

Sound Design: Heard City

Digital Production Company

2D Artist: Heather Kennedy, Jamie Scott, Molly Intersimone, Ting Jung-Hsu, Andre Vidal, Eric Sibley

3D Artist: Dave Barosin, Jackie Liao, Navdeep Singh, Bijo Joy, Fazal Khan, Gokul Navaneethan, Manoj Ravi, Spandana Battula, Tarun Kumar