Semgrep

When developers know their code is secure, they can code faster, ship more, and worry less. For our first campaign with Semgrep, we wanted to speak directly to developers and stand out from the sea of tech ads around San Francisco. Set to run on SF MUNI busses, we needed a concept that would quickly grab the attention of passersby.

The power of “if you know, you know.”
Our strategy was to embrace insider language specific enough to feel personal to developers — “vulns” not vulnerabilities, “vibe” for vibe coding, and “noise” for false positives — while ensuring that the campaigns would also spark curiosity beyond the target audience and drive memorability across the board. Visually, this meant a series of easter egg symbols hidden around the campaign text that would connect with the developer audience.

Our Secure Vibes Only concept drove meaningful results: following campaign launch, Semgrep saw a significant increase in website traffic.

After the success of the San Francisco campaign, we joined forces with Semgrep once again to increase brand awareness in New York City and Boston through another out-of-home campaign centered in and around the busy transit hubs of New York City subway stations and South Station.

Building on the first campaign, we wanted to continue to leverage insider copy—language that would resonate with our target audiences, and still prove memorable with the general public. Our “Big Number Go Down” concept adopted developer jargon to show how Semgrep transforms bloated backlogs into clear, actionable priorities—filtering out the noise so teams can fix real vulnerabilities before they reach production.

In conjunction with the RSAC Conference—one of the leading gatherings of cybersecurity experts and professionals—we joined Semgrep to create another campaign to grow awareness with developers, app security leaders and tech investors.

We wanted to build a campaign that would be so memorable on the street it would prompt conference attendees to seek out the Semgrep booth at the conference. We delivered “No More Noise,” a concept that is universally legible and developer specific, showing how Semgrep reduces vulnerabilities and friction to deliver more real code fixes.