RICOH: business as usual Rebrand Campaign

In April of 2023 our client, Fujitsu Document Scanners, was to be rebranded as Ricoh Document Scanners. It’s a simple name change, but for the global market leader in document scanners, the stakes couldn’t be higher. We developed and executed a 360 campaign that not only announced the name change, but let key decision makers know that it would be business as usual when it came to performance, quality, and service. Nothing’s changing but the name.

Creative Director: Liz Furze

Associate Creative Director, Copy: Myself

Associate Creative Director, Art: Chris Davies

Copywriter: Benton Olivares

Art Director: Christine Jones

Designer: Cameron Farthing

In-House Producers: Jenna Winter & Juliana Hong

Production House: CONCRETE

HERO VIDEO & Social Cuts

Alongside my CD, I oversaw the development of the concept, script, and visual direction, and partnered with CONCRETE to produce a :60 video for launch at an industry event. This long-form video was shown at the event and embedded into the campaign landing page where all paid media drove. Cut downs of this video went live on CTV, OLV, social, and display. Video performance exceeded benchmarks with an average View Through Rate of 97.9% across CTV platforms.

POdcast ad

To spread the word about the rebrand to qualified audiences, I wrote and oversaw the recording of an ad that aired on B2B and tech podcasts, voiced by the lead actress from our spot.

digital video

To complement our live-action video, my team also created a number of animated videos for social and dOOH across New Orleans and Chicago—which included in-ride Uber players—to promote the HIMSS and AIIM industry events.

Additional Elements

In addition to video and audio, we partnered with our in-house web dev team to design and execute a campaign landing page and supported our clients’ event presence with merch, collateral, and booth designs.