B2B advertising continues to get more and more exciting. This wild creative idea aimed at IT professionals is particularly fun. The campaign is for Panaya, company that uses AI technology to help companies prepare for software changes. it’s by New York production company, CRC, and director-writer, Shushu E. Spanier.

IT professionals know that software updates and changes can be very, very stressful. That even the smallest tweak or bug can cause significant damage or even shut down entire enterprises.

CRC transformed this insight into a cyber-themed horror campaign, with two commercials in the style of vintage horror movie trailers.

The spots blend modern, tech-forward offices with the style of retro horror and B movies. The very entertaining films underline Panaya’s message with melodramatic scenes, low-tech miniatures, practical effects, exaggerated titles accompanied by eerie narration that highlights their target audiences’ pain in a memorable way and promises escape from these IT horrors with Panaya’s services.

Credits:
Client: Panaya
Marketing Team: Nir Roditi, Gili Idan, Dana Averbouch, Yuval Gal, Amos Bergerbest Eilon, Kirill Schwartz.

Production Company: CRC, NYC
Elad Schanin, Yarin Cerf, Michal Sapir, Yoav Yerushalmi, Toby Frankenstein, Aya Bogod, Emily Miller
Director- Writer: Shushu E. Spanier
1st AD: Tamar Menashes
DOP: Ofer Bar
Production design, miniature models & SFX: Miki Nahmias
Art Department: Eran Gurion, Sapir Even-hen, Daniel Didi
2nd AC: Aviv Masejnik
Gaffer: Dror Zinman
Lighting Assistant: Zohar Yerushalmi
Grip: Danil Burobin
Grip Assistant: Lax Podorozni
Location Manager: Idan Bardach & Daniel Weissman
Production Assistants: Yoav Pinus, Ron Levi
Hair & Make up: Rotem Gedalya
Wardrobe: Yifat Soffer
Casting: Inbar David
Offline editor: Naama Meiri
Comp, 3D, Design  & Animation: Evgeny Hanukov
Grading and Title Finishing: Roei Morad
Mix: Ziv Familia
Director’s Agent: Tal Nathan