Zluri’s Unforgettable RSA 2025 Motion Ad

Standing out at tech conferences is notoriously difficult—especially in a sea of bland, corporate messaging. For RSA 2025, Zluri set out to create something different: a motion design campaign that sparks smiles, curiosity, and conversation, all while cleverly highlighting the importance of secure document access.

Concept & Inspiration

The heart of this campaign is a playful twist on the cultural classic, “Who let the dogs out?”, replaced with a punchy “Who let the docs out?” As a visual hook, Zluri introduced an adorable animated document character, anthropomorphized with expressions and movement designed to instantly grab attention and evoke empathy. The campaign leaned into humor and pop culture—a rare move in cybersecurity marketing.

Execution

• Medium & Setting: The motion ad played on large digital screens mounted on a truck that toured the SF Bay Area during RSA 2025. This mobile format extended the reach of the message beyond the conference floor and into the city.
  
  

  
  

• Visual Style: The color palette and gradients matched Zluri’s branding, rendered in Figma before animation.

• Animation: After Effects brought the characters and copy to life through lively motion and succinct narrative pacing.

• Narrative:

  • The first scene opens with a panicked document, scattering pages, and a bold on-screen question.

  • The next beat lands a punchline: “Probably an intern with admin access”—a playful jab at common SaaS security pitfalls.

  • Closing with a clear call to action about enabling the right access to the right user at the right time, and inviting visitors to Zluri’s booth at RSA.

Tools Used

• Figma: Initial storyboarding, character design, and layout exploration.

• After Effects: Animation, transitions, and composition of the final ad.

Objective & Impact

This campaign’s primary goal was to break through the noise and leave RSA attendees with a lasting impression of Zluri—not just as another security tool, but as a brand unafraid to inject personality into the SaaS security conversation. By prioritizing wit and memorable motion design, Zluri’s ad left many viewers smiling, snapping photos, and sharing the moment on social channels.

Reflection

Motion design, when matched with sharp copywriting and relatable characters, transforms corporate messaging from forgettable to viral. Zluri’s RSA campaign showcases how creative risks—delivered with attention to detail and brand consistency—can reset expectations for an entire industry