Cognizant needed to shift perception from pure IT consulting to business innovation strategy.
Directed the campaign creative centered on a core insight: in today's world, televisions are movie theaters, cars are entertainment centers, and refrigerators are shopping carts. Industries are converging, offering services they never imagined would be part of their wheelhouse.
The campaign told the story of how Cognizant helps companies engineer this business convergence through digital innovation, transforming how enterprises think about their own evolution. The positioning elevated Cognizant's market presence and attracted enterprise decision-makers seeking partners who understood industry disruption and transformation.
Event video promoting Cognizant.
