👾 Cybersecurity Awareness Month 2023 | “Evolving Monsters”

Client: Dell Technologies (B2B Content Studio)
Role: Copywriter | Concept Development + Messaging
Project Type: Integrated Awareness Campaign – Social + Event Creative
Deliverables: LinkedIn & X animations, IG Stories, Carousel, Video, Story Frames

🧠 Project Background

Cybersecurity Awareness Month (CAM) is a nationally recognized initiative created by the U.S. Department of Homeland Security and the National Cybersecurity Alliance. Dell Technologies participates annually to help businesses understand and act on the threats facing their digital environments.

Our team was briefed to create an engaging social-first campaign that would educate audiences about Dell’s cyber-resilience offerings—anchored in four weekly themes:

  1. Advancing Cybersecurity Maturity & Zero Trust

  2. Reducing the Attack Surface

  3. Detecting and Responding to Threats

  4. Recovering from Cyber Attacks

💡 Concept: “Evolving Monsters”

We chose to dramatize cyber threats by giving them physical form—as monstrous, mutating creatures evolving to evade defenses.

Each week’s theme featured a new animated “monster” attempting to outsmart digital defenses. But through Dell’s Zero Trust strategy, detection tools, and expert recovery services, each beast was ultimately neutralized. The metaphor made abstract cyber principles feel tactile, visual, and scroll-stopping.

👻 Weekly Monster Breakdown

  • Week 1 | The Plant Monster (Zero Trust Maturity)
    A seemingly harmless office plant sprouts eyes and teeth, evolving into a creature of chaos—until withers away from neglect.
    🔹 Key Message: "Cybersecurity doesn’t thrive on neglect."
    🔹 CTA: Advance your Zero Trust maturity.

  • Week 2 | The Masked Phisher (Attack Surface)
    A shapeshifting monster dons masks of innocence (grandma, clown, baby) to sneak in—until its tricks backfire.
    🔹 Key Message: "Hackers exploit entry points. Reduce your attack surface."
    🔹 CTA: Segment your network and audit vulnerabilities.

  • Week 3 | The Cookie Snake (Threat Detection)
    A serpentine monster tries to infiltrate a secure cookie jar but is detected and vaporized mid-heist.
    🔹 Key Message: "Proactive detection turns the tables on stealth."
    🔹 CTA: Monitor continuously. Respond fast.

  • Week 4 | The Backpack Thief (Recovery)
    A smug, multi-headed monster thinks it’s gotten away—until Dell’s red-button recovery protocols kick in and teleport it out of existence.
    🔹 Key Message: "A cyber-attack is not the end."
    🔹 CTA: Recover, rebuild, and get the last laugh.

✍️ My Contributions

  • Concept & Storyboarding: Helped shape the metaphor, monster design logic, and narrative rhythm across all four weeks.

  • Long- and Short-form Copywriting:

    • Social post copy for LinkedIn, X, IG Reels

    • Quiz formats for IG Stories

    • Carousel supers and animated alt text

    • Central CTA: “Mitigate Monstrous Attacks”

  • Tone & Style: Struck a balance between playful and informative—ensuring cybersecurity education didn’t feel clinical, but accessible.

📽️ Asset Types

  • Animated social posts (LinkedIn/X)

  • Interactive Instagram Stories with quizzes

  • Vertical video animations

  • Multi-panel Instagram carousel featuring monster loops

  • Wordmark and campaign lock-up for all content

🧠 Strategic Rationale

  • Bring abstract cyber risks to life in a visually memorable way

  • Capture attention across organic social channels using animation and humor

  • Educate users at varying levels of tech literacy by making technical concepts tactile and story-driven

Team Members

Copywriters: Daniel R. Miller, Lucy Anderson
Art Directors/Animator: Fer Sabah, Victoria Boering, Nathaniel Hardy
CD: Carly Conrad
Agency: Dell Blue