Designed to revitalize the mainframe, IBM Z's Today's Architects campaign employed a compelling narrative and multi-channel strategy. By sharing the stories of professionals who leverage this technology in innovative ways, the campaign effectively demonstrated the mainframe's ongoing value. The results were clear: a significant increase in audience engagement and industry recognition, solidifying the mainframe's place in modern technology infrastructures.

the challenge

Skepticism and misconceptions existed regarding the mainframe's relevance, skills availability, and security in the modern IT landscape.

the solution

• Campaign Name: Today's Architects - An integrated storytelling experience

• Goal: Recalibrate perception of the mainframe by showcasing its power and potential through real-world user stories.

• Campaign Elements:

  • Website: Featured compelling user stories about "Today's Architects" who leverage the mainframe in their hybrid cloud strategies.

  • Social Media Campaign: Highlighted the global user base through interactive maps and profiles.

  • Marketing Materials: Created print banners, videos, social media ads, and landing pages.

  • Hybrid Video Production: Developed a cost-effective method to capture high-quality video testimonials globally.

the result

• Increased user engagement and participation: Over 20% increase in registrations for key IBM Z events.

• Industry recognition: Won two Telly Awards for video and television excellence.

additional notes

The campaign highlighted the mainframe's ability to:

• Supercharge performance and capability

• Enhance data security and compliance

• Modernize applications and data

• Drive business innovation with sustainability

recognition

In my role as designer and creative lead on the 'Today's Architects' campaign, I conceptualized and oversaw the entire project. Our team's collaborative efforts resulted in a campaign that not only resonated with our audience but was also honored with two Telly Awards.

Campaign-B2B: Business-to-Business for Branded Content

Online Series-Science & Technology

As Creative Lead on the "Today's Architects" campaign, I:

• Conceptualized and strategized: Collaborated on defining the core theme, designed the social media strategy, and created guidelines for influencer engagement.

• Designed and produced: Led the design and development of the website, oversaw the creation of videos and graphics, and conducted photo editing.

• Project managed: Worked closely with the creative team and clients to ensure alignment with campaign objectives and timely delivery of projects.

"During her time at Somnio, Fernanda diligently led our creative studio team of designers, consistently delivering exceptional quality. Her strong work ethic and methodical approach were key to our team's success. She effortlessly managed multiple high-profile, high-stakes projects—often with tight timelines—demonstrating both grit and grace. From award-winning integrated campaigns to repeatable content assets, Fernanda has the ability to transform your team into a content powerhouse."

Mónica Vicéns-Mattei

Sr. VP of Strategy at somnio

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