To introduce Equinix Metal, we aimed to create a confident yet approachable voice that merges the energy of a dynamic campaign with Equinix's renowned brand reputation. The challenge was to craft a compelling narrative for both business leaders and developers, emphasizing versatility, innovation, and trustworthiness while adhering to Equinix's brand guidelines. The goal was to blend the campaign's vitality with Equinix's established credibility.
Inspired by our headline "Just Add Metal," which pays homage to Nike's "Just Do It," we created a fluid visual representation using liquid metal. This symbolizes Equinix Metal's adaptability and quick deployment. The animated liquid metal, paired with vivid hues, showcases infrastructure transformation, highlighting the potential to reduce latency and redefine business landscapes. This visual journey appeals to both technologists and strategists, emphasizing Equinix Metal's capability to fluidly expand B2C business.
