Pitch Gets Tactless for Citrix Sharefile

By Erik Oster 

Pitch created the first ever video ads for Citrix Sharefile in its new campaign for the secure file sharing and transfer service, with a series of spots featuring some rather unprofessional behavior.

In “Dr. Looselips,” which runs in both 15 and 30-second iterations, this comes in the form of a doctor who addresses his patients by their ailments. This is much to the chagrin of patients waiting to be seen for foot fungus and constipation, who reluctantly reply when the doctor calls them out of the waiting room. Other 15-second spots follow a similar formula with “The Tactless Attorney” and a businessman with a pen that doesn’t exactly inspire confidence. The takeaway comes in the form of the question, “You wouldn’t do business like this, why share file like this?” followed by a call to “make a professional impression” with the service. While unlikely to elicit any belly laughs, the attempts at humor are welcome for such a dry category, however their connection to the service’s benefits are illustrated better in some ads than others.



Chief Creative Officer: Xanthe Wells
President: Rachel Spiegelman
CFO/COO: Pej Sabet
Chief Strategy Officer: Sara Bamossy
Associate Creative Director: Brian Farkas
Associate Creative Director: Tylynne McCauley
Management Supervisor: Tyler Lesch
Jr. Strategist: Lexi Whelan

Catherine Harrell – Director of Marketing
John Benson – Associate Creative Director
Hudson Haines – Creative Lead

Production Company: Myriad Media
Director: Fabian Marquez
Producer: Shawn Lamons
Director of Photography: Kent Willard

Editor: Daniel Cook
Sound Design: Daniel Cook
Music: Daniel Cook
Colorist: Marshall Alderman

Camera Operator: Holt Menzies
Camera Operator: Rob Russell
Assistant Camera: Jon Pfundstein
Assistant Camera: Kyle Messina
Script Supervisor: Spike Hoban
Gaffer: Matt Hedt
Electrician: Ish Abdelkhalek
Key Grip: Walker Anderson
Grip: Tony Holderfield
Audio Technician: Brooks Lester
DIT/ 2nd AC: Sam Kim
PA: Chandler Cearley
PA: Kristen Riveria
Make up/Stylist: Amy Hendrix
Set Design: Sarah Costello (PropTarts, Inc.)
Set Design PA: Krystle Bugarin
Location Scout: Carlene Cearley