80 to Infinity

The Ask:
The objective of this campaign is to increase brand awareness and position SD Worx as a bold, inspiring, and visionary leader in HR & Payroll. Marking the company’s 80th anniversary, the campaign aims to spark conversations about the future of HR, maximising impressions to reach as many viewers as possible. Insight shows that HR professionals and business leaders are often focused on immediate challenges such as compliance, payroll, and talent management, leaving little space to consider the distant future of work. While curiosity exists, time and mental bandwidth are limited. This campaign gives them permission to dream about HR in 80 years, using AI as a creative enabler to showcase bold, unexpected, and inspiring possibilities for the future of work.

The Answer:
The execution brings this vision to life through a consistent, hyper-real visual style that is elegant, clean, and cinematic. The campaign is aspirational and thought-provoking, rooted in possibility rather than fantasy, with the goggles serving as a recurring motif to transition between scenes and perspectives. Tonally, it is confident, optimistic, and forward-thinking, designed to inspire curiosity. The infinity symbol HUD provides both a literal and metaphorical lens for envisioning the future, while hyperreal environments—from smart workspaces to wellbeing hubs—reflect the evolution of HR. The visual world emphasizes diversity, inclusion, and progress, and SD Worx’s brand palette is subtly integrated into lighting, design elements, and UI details to reinforce brand identity.