Toshiba
A human win, made human.
The brief
Toshiba wanted to reintroduce their cloud service, Elevate Sky Workflow, as more than just an automation tool.
The insight
Automation isn’t exciting on its own. What people actually want is real relief from busywork that drains energy and slows real progress.
My role
I developed a voice that embodied relief — conversational, confident, and unmistakably human — shifting the focus from features to how it feels when busywork fades away.
Having helped establish Toshiba’s voice years earlier, I elevated that same human tone in this campaign. A shift that’s continued to evolve across the brand.
Not your typical enterprise voice.
Although ultimately cut due to budget constraints, I wrote a concepted script for a cheeky AI-powered video using Synthesia. Framed as a workplace “training video,” it embraced the avatar format while injecting the witty, human voice that defines the brand. Our avatar wasn’t just a narrator — they were a character: charming, self-aware, and just snarky enough to make the message land. The video spotlighted the painful reality of manual workflows and the instant win of automating with Elevate Sky® Workflow.
