SPEC PROJECT
AgentForce: Your Team Multiplied
An integrated campaign concept for Salesforce Agentforce that sells AI agents as the thing that multiplies a team, not the thing that replaces it. The platform line, "Your team. Multiplied.", runs across an out-of-home series, a cinematic hero film, a comedic 15-second spot and a musical 20-second spot.
THE BRIEF
Prove that AI can move past the chat window and do the heavy lifting of running a business. The brief set four messaging pillars:
The Agentic Enterprise: digital agents act as active colleagues alongside humans.
Pre-built, job-ready agents: role-specific agents business users can configure without heavy IT.
Universal reach: agents and data available wherever teams work, inside Salesforce, Slack or other AI platforms.
Governance and trust: guardrails and human-in-the-loop oversight, so companies can trust agents to act.
The work also had to cover Agentforce's core functions: customer service, marketing, sales, and commerce and inventory.
THE IDEA
Your team. Multiplied. One person, calmly on top of a mountain of work, while an agent does the heavy lifting and only needs her yes.
The idea evolved through three stages, each sharpening the strategy:
"Handled." Relief: the agent takes the work. Strong, but the word was generic and didn't belong to Salesforce.
"I just said yes." Judgment: the agent asks, the human decides. This made human-in-the-loop the hero of every execution.
"Your team. Multiplied." Growth: agents as colleagues that expand what a team can do. It answers the job-replacement fear head-on.
THE CHALLENGE AND INSIGHT
The category was loud and the audience was uneasy. Every enterprise vendor promised "autonomous agents," while buyers worried about trust and frontline teams worried about their jobs.
That gave us two traps to avoid: AI as a cold machine, and AI as a replacement for people. The campaign had to make agents feel safe, useful and human-positive.
Insight: people don't want AI. They want their time back and their work handled. The best proof isn't a smarter chatbot; it's a person who is finally calm, because a colleague has taken the load.
We also reframed the problem itself. A mountain of work isn't a sign of failure; it's a sign of growth. Agentforce lets a growing business keep up without burning out its people.
Exploratory Storyboards
The work
Four executions, one world: monumental piles of work, a calm professional on top, an agent at her side, and the same tagline system throughout.
OOH Series
"I just said yes."
A professional sits relaxed on a monumental pile of their own work, shot from a low angle at sunrise. Beside them floats an oversized approval card, already switched to "Approved ✓," so the product and the trust message read in three seconds.
"Meet Mei" (15s): deadpan comedy
An everyday approval shot like the summit of Everest: a crane shot up a skyscraper of cartons, a soaring choir, howling wind, then a woman at the top taking one long, satisfied sip of coffee. Her agent asks; she decides. The film ends on a skyline of towers, each with a calm person on top and an agent at its base: one yes, multiplied across every team.
Hero film (30): the Everest parody
Mei hasn't smiled since Q3. She's so still at her desk that the motion-sensor lights switch off on her, and her only group chat is the night groundskeeper, who mows the office meadow laughing at her messages. A sweep of blue sparkles turns night into morning, agents appear at her desk, and Mei smiles at last.
"All Caught Up" (20s): a musical spot
An agent walks up a glowing path to its desk in an aurora-lit mountain world, then dives through its screen into Mei's night: customer messages piling up, 156 and climbing. The agent resolves them, flags the one case that needs her, and dawn breaks over a blooming meadow. The story is told through an original jingle, ending on Mei and the agent enjoying the sunrise on the grass.
Thinking behind key decisions
Most of the craft was in what we refused to show. Each decision protected the core message: agents work alongside people.
Decision | Why
The approval card is the hero of every OOH ad: It shows human-in-the-loop governance instead of claiming it, in about five words.
The human is calm and awake, never asleep or lazy: A sleeping employee reads as "AI lets staff check out." A relaxed, alert one reads as "in control."
People keep their jobs; agents take the busywork: We cut a shot where an agent took over the groundskeeper's mowing. Agents bring him coffee instead.
Workers below are always busy, never idle: Idle workers watching a robot read as replacement. Busy workers glancing up read as teamwork.
One friendly mascot design, shown doing digital magic: Realistic humanoid robots doing paperwork made Salesforce look like a robotics company. Glowing, gesture-driven help reads as software.
One flagged case left for Mei: "155 resolved, 1 flagged for you" turns the trust pillar into a single on-screen detail.
The pile is a sign of growth: "Every growing business has a mountain of work" frames the problem as success, not dysfunction.
Casting across age, gender and background, against stereotype: A woman runs operations, a man leads marketing; the series reflects who actually buys and uses Agentforce.
Rewriting a joke that punched down: "Rita knows the night cleaning crew by name" became a groundskeeper who's her friend in the group chat, so the humor targets overwork, not anyone's job.
Comedy from contrast, played straight: Epic cinematography and a sincere trailer voice applied to a coffee break make the film funny without making the people ridiculous.
OOH Series - "I just said yes."
All Caught Up: a musical spot
Meet Mei : deadpan comedy
Hero film (30): the Everest parody
Craft and process
The whole campaign was developed with an AI-assisted pipeline, treated like a real production with a director's eye on continuity.
Strategy and scripts: brief analysis, insight, platform, scripts and storyboards.
Key frames: stills generated and refined with image models, using a master character sheet and locked references for faces, lighting and the mascot.
Motion: image-to-video with start and end frames locked, so models animated only what changed.
Sound: AI narration (a deadpan trailer voice and a wry storyteller), an original jingle, a custom score, character laughs and birdsong.
UI overlay: a custom animated notification layer built in code and exported as a transparent ProRes file.
Edit and finishing: captions, end cards, color matching and loudness mastering.
Production lessons:
Lock both ends of every move. Repeating shapes (boxes, stepping stones) slide and morph when a model invents the camera move; start and end frames fixed that.
Stop chaining edits. Each pass degraded faces and color, so fixes went back to the cleanest base image.
Never let AI write text or logos. Screen copy, captions and brand marks were added in post for perfect spelling and an on-model brand.
Simple VFX beat complex AI transitions. The blue sweep and sparkle reveals were built as edit effects, so faces never morphed.