Airtable Brand Campaign — Behind the Scenes
Behind-the-scenes documentary of Airtable's “This Is How” national brand campaign — the company's first major push into television, out-of-home, and large-scale digital media. I embedded with the production from pre-production through the final shoot day, capturing the scale and energy of taking a tech brand to a national stage.
The BTS piece served dual purposes: externally, it gave audiences a window into the ambition behind the campaign; internally, it rallied the company around a landmark creative moment.
The campaign shoot was a full-scale production — agency partners, a large production crew, elaborate sets, and multiple talent. My job was to move through all of it invisibly, capturing the moments between takes and the faces behind the decisions. The BTS format demands a documentarian's eye: seeing the story that's happening alongside the story being produced.
I operated a compact cinema rig — handheld, run-and-gun — to stay mobile on set without disrupting the main production. Interviews with key stakeholders were captured in quiet moments between setups, giving the piece an intimate counterpoint to the scale of the campaign.
The edit intercuts polished campaign footage with raw, handheld BTS moments. The contrast is intentional — it shows the distance between vision and execution, and the human effort required to bridge it. A driving score builds momentum toward the final reveal of the campaign going live in the real world.
The BTS piece became a key internal culture asset and was shared across company all-hands and social channels. It demonstrated what in-house creative can do when given the trust and access to operate at the highest level of a national campaign.
