Making ‘Digital’ Visible

How do you make digital expertise visible when your parent brand is globally recognised for building aircraft, ships and submarines?

That was the challenge facing Digital Intelligence (DI), BAE Systems' digital defence business. Despite employing nearly 5,000 specialists in digital innovation technology, senior customer stakeholders told us they still did not see BAE Systems as a digital business. We needed to change perceptions and make an intangible capability tangible.

Our response was The Power of Perspective: a bold new brand narrative and visual identity built around the idea that DI helps customers act with confidence.

At its heart is a flagship brand film that transforms "perspective" from an abstract concept into a physical storytelling device. Rather than relying on CGI-heavy effects, we embraced creative risk, using real-world optical illusions, engineered transitions and spatial reveals. The film demonstrates, rather than tells, how DI turns overwhelming information into actionable insight.

The campaign extended beyond a single video, including 20 employee-led outcome stories, iconic imagery, a dedicated podcast series, and an always-on sales toolkit. Every asset was created, managed and deployed by our in-house team.

The results validated the creative approach: 4.9 million impressions against a 2 million target, more than 240,000 video views in the first two weeks, engagement from senior government audiences including the UK MOD and Cabinet Office, and direct interaction with key customers through a new VIP programme.

Watch the film: see how creative bravery turned perspective into something impossible to ignore.