The Problem. SAIC is one of the most sophisticated technology and national security companies in the world. They're also not a household name. Competing for the best scientific and engineering talent against brands with more consumer recognition, SAIC needed to change the conversation — to make the kind of people who solve impossible problems feel like SAIC was exactly where they belonged.
The Insight. Scientists and engineers don't think like other people. They see things differently from childhood — they're the kids who took apart the TV to see how it worked, who built things no one asked them to build, who asked 'why not?' when everyone else said 'that's just how it is.' SAIC isn't just a company that employs those people. It's a company made of them.
The Work.The client asked for a 'Spielberg approach.' Possibly the best brief ever received. We answered with a film shot in a single continuous take — no cuts, no tricks, just the unbroken journey of a child's imagination becoming an adult's innovation. The spot followed the thread from a child's sense of wonder all the way to the kind of world-changing work that happens at SAIC every day.
To boost employee engagement around the new campaign we launched 'I Am...' — a film featuring real SAIC employees talking about who they are and what drives them. Not actors. Not scripts. The actual people building the future.
A series of print, out-of-home, and digital ads extended the campaign, each one highlighting a different technological solution and the particular kind of thinking it required — with every execution pointing back to the website for deeper exploration.
