Social Media Management is yesterday's category. Welcome to Social Performance. Social Media is no longer a game of hunting likes, but an integral and integrated element in any serious business toolkit.

We had been developing this look and feel for a few months as an answer to the blandness of SaaS photography. You've seen it: smiling person on laptop, smiling person pointing to a presentation, smiling person at a tidy desk.

Often those conventions are necessary, but in a crowded 'trends' season, we wanted to break through and thumb stop.

We explored a number of approaches, and as per our AI usage guidelines, we wanted Human > AI > Human in the process, so we brought a trampoline into the studio, our brilliant video director (Chris Young) rigged up a matrix of go-pro cameras, and we photographed talent leaping in the air. From there we used AI where we needed additional poses and built out a fully integrated campaign.

Can you tell the difference between an AI photo and one of our studio shots?

Following the launch, the design and social teams joined forces to deliver oversized newspaper versions of the report to influencers who then boosted the campaign further. The huge newspaper (Gianfranco Valentini) was all over LinkedIn and kept our report top of mind — getting the kind of engagement and general brand kudos that you'd expect from a social team like ours.