ROB ANTLEY • creative director | writer
BlackBerry Passport Launch: #WorkYourWay
Creative Director – Campaign Launch
For the launch of the BlackBerry Passport, we built a campaign around unapologetic hustle. The idea: spotlight power users who work their way—no apologies, no off switch. Enter Piers Morgan, Sujit Kundu, and Guns N' Roses' own Duff McKagan.
We created a bold content package—videos, banners, pre-roll, and a full .com takeover—anchored by the #WorkYourWay rallying cry. It was raw, real, and a serious departure from polished tech ads of the time.
Big picture: A phone for people who grind. A campaign that didn’t blink.