We were honored to help Carbonite find the human heart behind their B2B tech by creating our most emotionally resonant spot of the year, “You Can’t Back Up Everything in Life.” By tapping into the relatable insight that IT professionals crave more time with their families, we crafted a narrative around a tech executive striving to make his daughter’s cello recital—a story that resonated so deeply it garnered over half a million views on YouTube. This project proved that even for niche tech services, a simple, heartfelt dilemma can build a powerful connection, reminding audiences that while data can be recovered, the moments that matter most are once-in-a-lifetime.