Cloudera “The AI-Anywhere Era”

BRAND AWARENESS CAMPAIGN

Overview

Cloudera basically invented “Big Data.” But as the world moved from “big data” to “AI-everything,” the brand needed a fresh story: one that acknowledges the brand’s legacy, but recasts them as leading the charge into this new era of AI-powered possibility.

I led the creative development of Cloudera’s “Anywhere Era” campaign, a global platform built to unify paid, earned, and owned channels under a single promise: Welcome to the AI Anywhere Era.

Challenge

Cloudera’s reputation was built on open-source Hadoop — powerful but dated in perception.
The market now demanded a clear story about AI readiness, data freedom, and multi-environment flexibility.

I needed to modernize the brand’s perception and help it stand out from competitors and hyper-scalers.

Goals:

  • Shift perception from Old-school Hadoop to AI + innovation leader

  • Unite messaging across business units and regions

  • Create a modular campaign system that could scale globally

Approach

I started by reframing data not as a product, but as potential, a seamless, infinite force empowering every decision, model, and innovation.

The creative platform, “The AI Anywhere Era,” became both a brand line construct and a campaign system. Every execution used this structure to speak to a specific vertical, environment, or use case.

This simple but scalable construct gave the brand a consistent voice across every touchpoint.

Deliverables

Global integrated campaign (digital, video, social, OOH, display, and field enablement)

  1. New brand film and explainer videos

  2. Messaging hierarchy and creative system toolkit

  3. Design and animation language for digital storytelling

  4. Social and digital content

Creative Elements

Key visual principles:

  • Clean, modern typography that signals enterprise trust

  • Real-world imagery the audience could see themselves in

  • Modular layouts optimized for multiple languages and regions

  • The tone was enterprise bold, not enterprise cold: human, intelligent, and purposeful.

My Role

  • Led cross-disciplinary creative team (copy, content, design, motion, and production)

  • Developed campaign platform and messaging architecture

  • Oversaw brand film concept and visual storytelling

  • Partnered with strategy and media to ensure full-funnel cohesion

  • Delivered global enablement toolkit for regional adaptation

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