Brand Campaign

“This Is How” — National Brand Campaign

Airtable's first national paid media campaign — a multi-format push across television, out-of-home, social, and digital. Four spots were filmed on location in Los Angeles with an agency partner, each telling a different story about how real companies use Airtable to get things done.

The in-house video team partnered closely with the agency throughout the production, from creative development through final delivery, ensuring the campaign felt true to the brand while operating at a scale the company hadn't attempted before.

Role In-House Creative Oversight, BTS Director
Year 2023
Type National Brand Campaign
Formats TV, OOH, Social, Digital
Spots 4 — filmed on location in Los Angeles
A startup's first national campaign is a defining moment. Four spots, one agency partnership, and an in-house team making sure it all felt like Airtable.

The campaign was built around a simple idea: show how real companies use Airtable in ways that feel tangible and grounded. Each spot followed a different industry — a furniture company managing their product catalog, a media company coordinating content, and more — all filmed on practical locations in LA with real-world production design.

The in-house team's role spanned the full lifecycle: partnering on creative strategy, embedding with the production, overseeing brand consistency across deliverables, and managing the adaptation of hero spots into the dozens of social, digital, and OOH formats the campaign required.

This Is How social cut — furniture design
This Is How social cut — media company
This Is How social cut — production studio
This Is How social cut — event production
Social campaign cuts across four industries — each tailored to a different Airtable use case.
This Is How out-of-home airport billboard
This Is How out-of-home street placement
Out-of-home placements — airport billboards and street-level displays.
This Is How building wallscape in San Francisco
Airtable brand team
Left: Building wallscape in San Francisco. Right: The Airtable brand team.

Behind the Scenes

Alongside the campaign production, the in-house team produced a behind-the-scenes documentary 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 BTS edit intercuts polished campaign footage with raw, handheld moments from set — the contrast showing 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.

Kevin pointing at Airtable OOH billboard outside Madison Square Garden and Penn Station
Coincidence: an Airtable OOH billboard right outside MSG — my old home court — the week I started at Airtable.
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