Capturing the human impact of transformative technology

CEOs have got technology on the brain. Nearly half say their biggest priority over the next three years is integrating AI into platforms, processes and workflows. (PwC’s 28th Annual Global CEO Survey.) As a global digital transformation consultancy, this is UST’s sweet spot.
We supported UST to drive deeper awareness of its history and expertise in AI and associated technologies through a steady flow of thought-provoking content, aimed at C-suite decision makers.
The perfect platform for this already existed: Boundless, a long-running brand campaign we created for UST in 2020. Boundless humanises the impact of technology and amplifies the wisdom within UST’s network. It has two content pillars: Boundless Stories, which showcases UST’s client work in an emotional and cinematic way, and Boundless Thinkers, a thought leadership programme.
We plotted and produced content across both. At the heart of Boundless is the “ripple effect”, which demonstrates how partnering with UST changes lives. Accordingly, each piece of content we created had to feel warm and human-centric.
For Boundless Thinkers, we wrote blog articles and created conversational video content from the perspective of subject matter experts within and connected to UST. Talking points addressed customers’ challenges and aspirations around AI, and explored the technological and culture shifts required to get the best out of it.
We led a series of briefing calls to inform the articles and edited them into concise video narratives. We produced video shoots in a range of locations, including workplaces and homes, to create a feeling of intimacy.
For Boundless Stories, we turned the camera inwards to demonstrate the AI history and expertise UST brings to its clients’ futures in a film titled Boundless Transformation. Another hero story, Boundless Potential, spotlighted Equifax, whose cloud transformation is expanding the depth of its data and creating financial opportunity for its clients. For this, we filmed UST experts and senior Equifax team-members alongside actors to imagine the real-world impact to the end-customer.
Our content successfully increased awareness for UST’s impact. Supported by paid media, Boundless’ web pages saw a 65% YoY increase in traffic. UST’s LinkedIn following also grew 30% YOY.