The Challenge
Auth0 is a developer staple, but it lacked visibility at the enterprise leadership level. As AI conversations accelerated, we needed to claim ownership of 'AI Identity' and break onto the radar of enterprise product leaders. The objective was to reach the C-suite while protecting the technical authenticity that defines the brand.

My Role
I led the creative direction and narrative, translating technical risk into a campaign with mass-market appeal. I managed the tone to ensure the humor reinforced the message instead of distracting from it. This work involved aligning product and executive teams behind a creative approach that sat outside the standard security playbook.

Scale & Execution
The campaign launched with high-impact OOH in San Francisco, New York, and Chicago. To maximize the investment, I developed a modular toolkit that enabled demand gen and field marketing teams to adopt the '3AM' narrative, ensuring a consistent brand voice ensuring a consistent brand voice, from global media buys down to regional sales tactics.

Outcome
The campaign established Auth0 as a leading voice in the AI identity conversation while outperforming demand gen benchmarks. By communicating technical risk through a relatable narrative, we extended brand awareness to enterprise leaders without alienating our core developer audience. It became the blueprint for how Auth0 uses tone to navigate emerging technology.