Not your typical enterprise voice.
The brief
Toshiba wanted to reintroduce its cloud service, Elevate Sky Workflow, as more than just another automation tool.
The idea
Automation on its own isn’t exciting. What people actually want is relief.
Relief from busywork. From repetitive tasks that drain energy and slow real progress.
Instead of focusing on features, the campaign reframed the technology around the feeling it creates: the moment when the tedious work fades away and people can focus on what actually matters.
My role
I developed a voice that embodied that sense of relief — conversational, confident, and unmistakably human.
Having helped establish Toshiba’s brand voice years earlier, I carried that same tone into this campaign, shifting the focus away from enterprise jargon and toward a more natural, human way of speaking.
The approach helped reinforce a voice that continues to evolve across the brand today.