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In its first campaign, This is How, Airtable looks to capture examples of the real-world transformation that people make happen at work every day. Designed to inspire people to think about the best version of their work and why they do it, the campaign is rooted in unique stories that shine a light on the types of teams - across industries and disciplines –who use Airtable, including marketers, content teams, producers, designers, operators, and beyond. They are the heroes; Airtable is simply a character. The stories take place in real, familiar workplaces where the real Airtable magic moments often happen: the moments before a big launch event, the excitement of preparing a new product, the pride of getting new content out in the world. 

While a lot of other tech brands are choosing traditional agency partners, Airtable tapped Conscious Minds, a creative agency experienced in telling human stories and developing documentary-style content for clients like Nike and Purina. Together, the team worked for more than a year to uncover interesting stories in Airtable’s customer base, giving them an up-close look at how people use the platform every day. Additionally, Airtable and Conscious Minds are partnering to build a custom storytelling studio, part of a long term strategy to help Airtable tell customer stories.

“We love to partner with companies like Airtable that have the courage to make products and brand storytelling that truly serve their audiences,” says Conscious Minds founder and studio executive Blake Heal. “It’s been incredible to fully integrate with Airtable’s brand team; not just to launch a campaign, but design a storytelling studio that will power ongoing stories of ‘How’ Airtable Customers are reimagining the future of work. We are thrilled to help launch Airtable’s first brand campaign and excited to build upon the trust and momentum our teams have built over the last 12 months.” 

Says Alan Roll, Brand Creative Director for Airtable, “Conscious Minds was an obvious choice for us as a creative agency partner for this campaign. Their unique approach to storytelling focuses on the human aspect of work, which is what we wanted to showcase with this campaign. Additionally, the way we worked together went beyond the typical agency partnership. They really were an extension of our team that was also able to provide a unique, outside perspective that was incredibly valuable. We’re looking forward to continuing our collaboration as we form a custom storytelling studio team to create authentic content that tangibly showcases how Airtable moves businesses forward.” 

The nationwide campaign is by 4x :15 stories, as well a :30 anthem story, that are built to work across media channels – digital, traditional TV, social, and out of home. The TV campaign kicks off on June 17 with weekend coverage of the U.S. Golf Association’s 122nd Open Championship.