While at Now Comms Asia in Singapore, I led the creative for Veeam’s Backup as a Service (BaaS) awareness campaign. Backup isn’t exactly the sexiest topic, so we cranked up the volume and made it something people would actually remember.

It started with a bit of wordplay: “Turn Up the BaaS.” Catchy? Yeah. But more importantly, it gave the creative team the perfect platform to build a visual and auditory experience that stood out.

The Look: A logo lock-up designed like a volume knob cranking to the max. A graphic equaliser skewed to the low end, reinforcing the BaaS concept while subtly nudging the audience toward action, turn up your data protection with Veeam. Big kudos go to Felani Yap, my art director/designer on the project.

The Sound: The team didn’t stop at visuals. A campaign needs a pulse. I composed custom music to amplify the whole experience, because great campaigns aren’t just a collection of assets, they’re cohesive, immersive, and built to be felt.

Bold. Playful. Memorable. And proof that even BaaS can make some noise.