Our goal will be to generate increased awareness and leads for Boston Dynamics – these will be the laser-targets of all creative. The foundation of this effort will rely on effectively communicating how public safety professionals can harness the power of Spot to help them more effectively perform their duties and stay out of harm’s way. Effective will mean humanizing the campaign – erasing the dividing line between operator and technology. We will do this by highlighting safety use cases via a human lens and with an amicable gravitas – friendly but buoyed by seriousness of purpose.

Spot for Safety Use Cases

Radiation

• Nuclear Materials Handling

• Decommissioning

• Radiation Mapping

Public Safety/Law Enforcement

• Barricaded Suspect

• Suspicious Package Investigation

Battle will work closely with Boston Dynamics to create assets to be used for a 6+ month campaign that supports the Spot for Safety applications. These assets will include video content, design elements, and additional creative to be used for all marketing materials.

With YouTube being your strongest platform, we recommend leveraging video content extensively via video and display ads to reach your target audiences within organizations focused on public safety, and radiation & hazardous waste assessment and mitigation.

Based on our initial research, we recommend building a custom-intent inventory of websites to be marketed through – websites frequented by audiences targeted by their use of keyword phrases like those below.

• Bomb Disposal Robot

• Bomb Defusing Robot

• Public Safety Equipment

• First Responder Equipment

Battle will deliver a cohesive suite of creative content for Spot for Safety – content that is standalone impactful but consistent with the established Boston Dynamic brand experience – content that is insight-driven, attention-grabbing, and clearly illustrates relatability and value – that will convert audiences into customers and brand champions.

Messaging

• Campaign headlines and support copy that can be used for online marketing, trade shows, and additional collateral

• 1:00 - 2:00 minute video script

Design

• New application imagery

• Design elements that can be used for trade shows, print, and online marketing

Video

• A 1:00 - 2:00 minute hero video, with up to 3 edited down, application-specific videos for online marketing (and other) purposes. The umbrella/hero video will be based on a storyboarded concept presented to and approved in advance by Boston Dynamics.

Meet Spot

A high energy get-to-know-Spot sequence wherein public safety pros say hello.

This concept personifies and humanizes Boston Dynamic’s technology via a friendly, quick-cut montage of Spot performing various assistive applications of value to public safety organizations intercut with public safety personnel in uniform saying ‘hi Spot’ to the camera with a wave.

Sidekick

We get by with a little help from our friends.

Cop. Soldier. Firefighter. First responder or last line of defense. Underneath the uniform, public safety professionals that routinely put their lives at risk have one thing in common. They’re heroes. And every hero needs a sidekick. Meet Spot. The salt to your pepper. Robin to your batman. Hit-Girl to your Kick Ass. This path will come to life as a superhero trailer positioning public safety professionals as heroes and Spot as their sidekick.

Spot Saves Lives

The ultimate stand-in for the ultimate risk.

A close-up of an explosives engineer donning a blast suit. A police officer securing a Kevlar vest. A hazmat hood being fastened. Each visual instance of a public safety professional safeguarding themselves against life threatening applications intercut with Spot performing these duties on their behalf. This concept relies on gravitas – on dramatic lighting, cuts, and a seriousness of purpose. Each previously essential role dissolves into visualizations of a safer, saner, Spot-enabled approach. It’s a concept that promises to deeply resonate with public safety professionals who routinely put their lives (and the lives of others) at risk.

Spot Goes Where You Go (but Shouldn't)

A cinematic hero video that lays the burden of human risk at Spot’s feet.

A tight shot of combat boots walking on a dusty street. Hazmat boots on industrial concrete. Footwear morphing into Spot feet, footprints into Spot tracks – a high impact, trailer-style intro that walks the viewer toward a montage of application sequences demonstrating how Spot overcomes the necessity of traditional, human-reliant crisis resolution and risk assessment. This concept ‘journeys’ the viewer from there to here or here to there. From what was to what is and will be.

See Spot

See Spot run. See Spot climb. See Spot save. Save, Spot, save!

See spot…report, resolve, recover. By contemporizing Zerna Sharp’s iconic and simplified Dick and Jane narratives by replacing canine Spot with robotic Spot we soften and humanize the latter technology while maintaining the exaggeratedly clear communication of the original text. This concept turns the classic reading primer on its stereotypical ear by featuring a graphical, multi-cultural snapshot of Police Officers, First Responders, and Military Personnel engaged with Spot in various, modern-day public safety applications. It creates a stylistic juxtaposition that is highly engaging visually while communicating features and benefits in the most elementary and instructive manner possible.

Transform Your Toolkit

Spot is not a killer robot. Spot is a life-saving tool.

From fire and the wheel to roentgenometers and digital forensic software, we’re only as good as our tools. Imagine a tool in your kit – one that can run and climb. That can open doors and reduce uncertainty. That can report, resolve, and recover – a tool than can save lives. That can think. Imagine what a tool like this could do for you. Meet Spot.

Spot-on Safety

Relying on our four-legged friends.

Rin Tin Tin set the stage – since, the K9 companion has become the archetypal manifestation of public safety support. By subtly (not explicitly - via visuals) synonymizing Spot with traditional K9 partners, this path benefits from a head start – playing on the ingrained understanding public safety professionals possess of the ways a non-human partner can augment their performance. This will succeed in highlighting the interaction between human and robot via the personification of Spot – by equating Spot’s capabilities with traditional K9 roles.

Design elements for the campaign to be ready to launch by April 25th. The video will be ready at the beginning of May. Once the umbrella hero video is complete, application specific, edited-down versions of the video would be produced and delivered to be integrated into the overall YouTube campaign.