XR “No More Air Quotes”
Video Production, Motion Graphics, Print Ads, Digiytmal Media Campaign
Shot on location in NYC with award-winning talent and direction, this campaign takes aim at the AdTech industry's ambiguity. Because when it comes to getting your advertising delivered on time and intact, “air quotes” just don’t cut it.
Concept XR needed to communicate a nuanced challenge: how miscommunication can isolate tech teams and their managers. Instead of leaning on explanation, we pitched entertainment. The result? "No Air Quoted," a satirical snapshot of a manager whose every interaction is met with mysterious air quotes. It's funny. It's weird. It's exactly the right kind of wrong.
Strategy We built the creative around a single cultural insight: that tech teams often operate in a bubble of inside jokes and subtext. Using a grounded office setting and a progressively absurd premise, we invited viewers into the disconnect—without preaching. Casting nine comedic actors and tapping a director known for ensemble performance (and Upright Citizens Brigade roots), we framed the video for digital distribution with short, high-retention edits.
Execution Filmed onsite in New York City, the production unfolded over one fast-paced day. From casting to direction, we focused on chemistry and timing. Post-production delivered clean :30 and :15 cutdowns built for social and pre-roll, optimized for punch and pace. The video ran across XR's digital channels, driving view-through and shares by making the joke stick. No air quotes needed.
Deliverables
1x Hero Video (3:00)
2x :30 Cutdown
4x :15 Cutdown
Casting (9 Talent)
1 Day Location Shoot (NYC)
Creative Direction & Scripting
Video Editing for Digital Platforms