While working as CMO of ServiceChannel, the world’s leading contractor management platform, our flagship client Apple asked us to create software that would verify the identity of third-party contractors entering their stores to perform maintenance and repairs, adding an additional layer of safety for their employees and customers. “Badge” was a digital badging system that required contractors to check in with the store manager before being allowed access.
Once complete, Apple asked us to create a promotional video introducing Badge to their staff worldwide. There was one requirement – it had to look “like Apple.” That was not a problem for a tech CMO from the ad agency world. The shoot happened at the brand’s busiest location in midtown Manhattan at 5 am, their least busy time, or so we thought (there’s someone always in an Apple store), using only store employees. It was later translated into Mandarin.