HubSpot: Global Brand Campaign

Role: Creative Direction

In a category crowded with boring, blue CRMs, HubSpot set out to advertise like a consumer brand rather than another enterprise software company. For its first global brand campaign, we partnered with 72andSunny to turn a familiar B2B format, the customer success story, into something cinematic, funny, and culturally memorable.

The campaign imagined traditionally ruthless business models learning to grow better with HubSpot. In the first season, Kathryn Hahn plays a “Piratentrepreneur” who rejects the old pillage-and-move-on model in favor of building lasting customer relationships.

For the second season, we moved from the high seas to the Wild West. As an outlaw CEO, Hahn uses HubSpot’s CRM to connect teams across canyons and deserts, proving that even the most chaotic businesses can grow better with a more connected, human approach.