Address Your Stress
HFTO suppressor dampening tool

HFTO Suppressor Dampening Tool: Address Your Stress

Challenge

Introduce the HFTO Suppressor Dampening Tool at the 2022 Annual Technical Conference and Exhibition (ATCE), increase awareness of its performance benefits, and differentiate the product in a market where technical animations often look and feel the same.

My Role

I developed the creative concept and messaging for the launch animation, collaborating with subject matter experts, animators, and voice talent to transform a highly technical drilling technology into an engaging, memorable story.

Creative Approach

Rather than creating a traditional oil and gas product animation, I built the campaign around a playful 1950s-style infomercial. The concept centered on the idea of "addressing your stress"—a phrase that initially appears to refer to everyday human stress before revealing its connection to downhole drilling, where stress and fatigue contribute to bottomhole assembly failures.

An enthusiastic narrator and an animated cartoon character guided viewers through the story, using humor and an unexpected creative framework to explain a complex engineering solution. By borrowing the familiar style of vintage television advertising, the animation immediately distinguished itself from conventional product demonstrations while making the technology easier to understand and remember.

Results

The animation successfully introduced the HFTO tool ahead of ATCE and generated strong engagement across digital channels.

• 81% average video completion rate

• 150% increase in webpage traffic following the video's release

• 107,629 LinkedIn impressions

• 522 LinkedIn clicks

• 408 LinkedIn likes

• 47 LinkedIn shares

The animation also received enthusiastic customer feedback, with one viewer commenting that it was "really well done and very watchable" while explaining the tool's principles and benefits clearly.

Awards and Recognition

🏆 2023 Lantern Award
Animation
Houston Business Marketing Alliance

🥈 2023 Silver Telly Award
Direct Marketing

🥈 2023 Silver Telly Award
Use of Animation