In 2020 Red Thread successfully transformed ServiceNow’s annual live event into a dynamic, interactive digital experience despite the challenge of the Covid-19 pandemic. The 25,000 attendees of the physical event tripled during the virtual experience, which expanded to 6 weeks of specialized programming anchored by a weekly keynote broadcast. In just 10 weeks our team of 50 delivered over 55 original programs and Knowledge 2020 saw over 4 million engagements.
In 2021 Red Thread returned this year to collaborate with agency partners and internal event staff to help ServiceNow adapt yet again, shifting Knowledge 2021 into an intimate hybrid event with a custom cinematic experience unlike any other broadcast.
Red Thread utilized many of the same successes from 2020 in 2021. We directed at-home recordings of executives, partners, and customers to connect the story of ServiceNow as a leader in digital workflows. We also helped translate the ServiceNow brand identity with a refreshed 2021 look and oversaw the execution of a graphic package built specifically for on-air programming.
Yet this year we took Knowledge 2021 to the next level when our team of broadcast producers, writers, and directors effectively used Covid safe protocols to film CEO Bill McDermott in-person at the Academy of Sciences in San Francisco. K21 co-host Veronica De La Cruz joined Bill and several other key ServiceNow executives at the Academy, joining together their various stories and successes to create the Main Keynote of Knowledge 2021, which became the foundation of the entire hybrid event.
Our team of creatives also wrote, produced, directed, and edited three mini-documentary packages which were later woven into the Main Keynote. These interviews highlighted the amazing stories of the partnerships between ServiceNow and organizations such as the WNBA, the City of Los Angeles, and NHS Scotland. Our team traveled the world, both in-person and virtually, from Los Angeles to Angus, Scotland, to Atlanta and New Jersey, to capture these unique and inspiring stories.
Think Big with Soledad O’Brien
Knowledge 2021 Social Promo
WBNA Customer Story
NHS Scotland Customer Story
City of LA Customer Story