Foleon Autumn Launch Campaign: Masters of Content
The Autumn Launch is a key initiative that builds on the foundation set by the Spring Launch, with the goal of further accelerating commercial impact in H2. It is one of our most visible, cross-functional efforts to drive adoption of new features, revenue, deepen customer engagement. Funnel stage: Customers.
As the creative lead, I am responsible for overseeing, directing and designing all aspects of the art direction for the launch. After carefully assessing our key performance indicators and gaining a thorough understanding of our three launch pillars—AI, Media, and Governance—I developed and proposed two well-defined visual concepts for the main stakeholders to choose from. Following their selection, I coordinate closely with all the copywriters involved to ensure the tone of voice remains consistent and aligned with our overall brand strategy.
What if the old masters had modern tools? What could they build? And more importantly: What could you build, with Foleon?
As we enter a new world of content creation, a new generation of creators is emerging.
They make the best use of the technology available to them, without falling victim to AI slop.
They work smarter, not lazier.
They value quality as much as they value speed.
They’re the new Masters of Content.
Instead of leaning on traditional visual clichés of AI, we've adopted a different approach.
By digitally inserting modern technology like laptops and phones into classic oil paintings, we create a visual metaphor that evokes the past and the present.
It's a deliberate commentary on how modern technology, and AI specifically, is a transformative force that's re-contextualizing our world.
It makes us reflect about the old way of working without AI, and the new way of working. Converting the old into the new. Old PDF into Foleon.
It reminds our audience that embracing new tech isn’t about being replaced, or letting go of what matters — it’s about mastering your craft in your time.
Social Media Posts
Our target audience for the campaign was primarily existing customers. However, we also promoted the webinar and the magazine on LinkedIn to reach a broader audience. We carefully selected visuals and topics designed to capture the interest of potential leads as well. For brand recognition, we incorporated our distinctive "angry PDF guys," which effectively highlight the unique qualities and advantages of Foleon. This approach helped reinforce our brand identity while engaging both current clients and new prospects.
