Protection that doesn’t put the brakes on
This online viral film was created for VIPRE Antivirus to communicate a single, highly differentiating product truth: unlike many antivirus programmes, VIPRE delivers robust protection without compromising performance.
The creative challenge was to make an inherently technical benefit instantly understandable — and emotionally resonant — for everyday users, particularly gamers and power users who are acutely sensitive to anything that slows their machine down.
The film uses humour and exaggeration to dramatise the frustration caused by bloated antivirus software, positioning VIPRE as the smarter alternative that works quietly in the background. The result is a shareable, personality-led piece of content that reframes cybersecurity as something you don’t notice — because it doesn’t get in your way.
Designed specifically for online and social channels, the work focuses on pace, clarity and entertainment, ensuring the core message lands quickly while still feeling native to viral platforms rather than traditional advertising.
I was responsible for the creative concept and copy, shaping the idea from insight through to execution, with a strong emphasis on simplicity, humour and product truth.