Busywork kills momentum. It eats up time, attention, and headspace — all the things teams need to do meaningful work.

Toshiba Elevate Sky Workflow is a cloud-based platform that automates document and data tasks, quietly handling the busywork so people can focus on strategy, innovation, and progress.

We built a campaign that reframed automation as a human win, not just a tech upgrade. The messaging positioned Elevate Sky as a tool for clarity and flow, with a voice that’s confident, conversational, and focused on what really matters. The client shared that the work completely refreshed internal and external energy around the product, bringing new excitement to a legacy solution.

My Role: Concept, Pitch Writing, Campaign Strategy, Voice Development, Taglines + Headlines, Messaging Architecture, UX Copy

We paired out-of-home ads for broad awareness with in-booklet messaging to help Toshiba dealers carry the story forward.

The message flowed into digital just like the workflow itself — smooth, consistent, and ready to work.

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.

The work below showcases earlier creative developed for Toshiba’s broader brand — concepting, messaging, and tone work that helped set the stage for the company's refreshed voice and positioning.

Packed a punch in a space known to make you hunch.

Coined the word “eco-smarts” for Toshiba’s commitment to sustainability.

Wrote print ads for leading industry magazines.