ARROW — HERE FOR THE HOW

Contribution:
Creative Direction
Story Concept
Shooting Boards
Design
2D Animation

Studio:
Sibling Rivalry

Job Title:
Creative Director

3/4

One story at a time

I proposed that each film be told from the perspective of a customer-protagonist in a distinct industry, to make the films feel more personal. I gave them loose backstories and designed stylized sets for each, enabling control, consistency and production efficiency, while keeping focus on human aspirations.

These scenes became the backbone of dynamic, mixed-media sequences that paint a broader picture of Arrow as a company, while keeping things customer-centric.

2/4

Here for the How

Arrow needed a 360° solution centered around a series of brand films that would convey who they are and what they care about. The first step was to distill their no-nonsense philosophy of enabling customer success into a clear and simple slogan: Here for the How.

From there, my role was to develop and lead eight brand films and then expand that creative language into a broader cross-platform campaign.

2/4

Unsung Heroes

Over the 18 months I spent working closely with Arrow, I saw firsthand how they genuinely take pride in being the unsung heroes, the behind-the-scenes players that help other companies succeed. That might explain why Arrow— a company founded more than 100 years ago as a small electronics store in Times Square—is now a global Fortune 500 company involved in everything from sending rockets into space to helping doctors treat patients, and yet you’ve probably never heard of them.

The brand films:
Our launching point

Phase 1

Anthem

:60

Engineering

:30

Cloud Services

:30

Supply Chain

:30

Phase 2

Industrial

:60

Medical

:30

Aerospace & Defense

:60

Transportation

:30

4/4

Visual ingredients:
story-driven, modular, elegant

The films set the stage for building a mixed-media asset library (live action, curated archive, CGI, motion graphics, marketing materials, white papers, and more) for use across ads, sales, events, training, and more.

The goal: a flexible, future-proof content engine with the refined simplicity of a glass of water.