let your data go to waste *

This campaign promoted Daniels’ proprietary location-level data tracking with one goal: drive demo requests.

The challenge

Daniels has a real competitive advantage in data and reporting, but waste data is often viewed as compliance paperwork, not strategic insight.

We needed to change that perception and motivate intrigue.

My role

I led creative direction and developed both the campaign system and a hero explainer video to support marketing and sales.

strategy & Design

The name itself was a provocation. If you’re not using your waste data, you’re letting opportunity go to waste.

Visually, we leaned into a tech-forward aesthetic, with bold wave forms symbolizing data flow, floating nodes representing connectivity, high-contrast brand colors for impact.

The main component of this campaign was the hero video. We aimed to distill a complex analytics ecosystem into a clear, digestible story focused on cost savings and workflow optimization.