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Brooklyn-based associate creative director Candace Faircloth isn’t afraid of a little competition, and her work with challenger brand Freshworks proves it.
When the software solutions company wanted to take on its major competitor, Salesforce, Faircloth blended her creative eye with her strategic know-how to create a campaign that helped her client grab some much needed attention on one of its competitor’s biggest days, the annual Dreamforce convention.
“The best part of the campaign was a physical blimp we had wrapped with the hashtag #Failsforce,” she tells Adweek regarding the the aircraft that circled the Salesforce building.
The campaign reflected Faircloth’s daring approach to branding, which she has bestowed upon major brands like Doritos, Adobe’s Creative Cloud and Cheetos.
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