SEATTLE, USA — Newly launched creative agency Herd of Shepherds is making waves with its latest work: “Tales of the Un-Probable”, a category-redefining campaign for Smartsheet, the AI-powered, enterprise-grade work management platform.
The visually striking animated campaign highlights the extraordinary feats made possible by the powerful enterprise-grade technology Smartsheet offers, emphasizing how seemingly improbable achievements become reality when businesses harness the innovative platform to help their work flow freely.
Built around real customer stories, “Tales of the Un-Probable” is a departure from the industry’s formulaic approach to work management software marketing. Instead of dry, technical messaging accompanied by stilted office workers and software screens, the campaign embraces a whimsical animation style to convey the magic, scale and ambition of what Smartsheet enables.
The multi-platform campaign is based on the simple truth that while work management software might not be inherently exciting, the enterprise-grade power of Smartsheet transforms how businesses accomplish work in ways that are nothing short of extraordinary.
The spot “Space Dust” illustrates how Smartsheet helps orchestrate the intricacies of space exploration for a job site 140 million miles from Earth. “Every Part in Place” focuses on the platform’s ability to track over 14,000 precision-crafted parts in the world’s fastest motor sport. “Smiles” highlights how a nonprofit coordinates complex surgical logistics to change lives across the globe.
“We knew we had to bring this campaign to life in a way that felt as big and ambitious as the customers who use Smartsheet,” said Matt Gilmore, Founding Partner at Herd of Shepherds, based in Seattle. “B2B advertising tends to play it safe, but we saw an opportunity to craft something with real emotional weight, something inspiring that would push away from the homogeneity.”
The campaign rolls out across TV, digital, and social platforms, delivering a fresh, visually rich alternative to the monotony of B2B marketing.
Where most enterprise campaigns default to lifeless cubicles, monotone talking heads and dull UI demos, this campaign dares to be different. With bold, painterly animation and emotionally charged storytelling, it transforms work management from a dry necessity into a force for the extraordinary, making Smartsheet impossible to ignore.
The initiative was created in collaboration with John Newall, Senior Vice President, Marketing at Smartsheet, who said, “Smartsheet enables customers of any size, across industries, to seize new opportunities and drive unprecedented results. These customers are at the heart of our new campaign, and the imagery and narratives beautifully capture the magic they make with Smartsheet.”
“We wanted this campaign to feel as ambitious as the customers Smartsheet serves,” said Megan Ball, Partner and Executive Producer, Herd of Shepherds. “It’s visually stunning, emotionally resonant, and most importantly, doesn’t feel like a typical B2B campaign.”
Herd of Shepherds is an independent, recently launched, creative agency built to do work that matters. Founded by industry veterans with a track record of bold, award-winning campaigns, the agency is designed for brands that want to stand out, take risks and create work people care about.
“We built this agency to focus on what matters most: the work,” added Shawn Herron, Founding Partner, Herd of Shepherds. “Smartsheet was the perfect partner because they see creativity as a competitive advantage, and aren’t afraid to be bold.”
CREDITS
Agency: Herd of Shepherds
Matt Gilmore, Founder/CCO
Shawn Herron, Founder/CCO
Megan Ball, Partner/Executive Producer
Production Company: House Special
Jenn Ely, Director
Aaron Sorenson, Director
Jenn Catalino, Senior Producer
Music: Grayson Music Group
