Smartsheet, the popular AI-powered work management platform, is out with a new campaign called “Tales Of The Un-Probable.”   

The gist of the animated campaign is to highlight how seemingly improbable achievements become reality when businesses harness the Smartsheet platform to help manage their workflow.  

Built around real customer stories, “Tales of the Un-Probable” pivots from the often dry, technical messaging that promotes competitors in the space. Instead, it deploys a whimsical animation style to convey “the magic, scale and ambition of what Smartsheet enables,” according to Herd of Shepherds, the recently formed Seattle agency that led the work.  

“Space Dust” illustrates how Smartsheet helps orchestrate the intricacies of space exploration for a job site 140 million miles from Earth.  “Every Part in Place” focuses on the platform’s ability to track over 14,000 precision-crafted parts in the world’s fastest motor sport. “Smiles” highlights how a nonprofit coordinates complex surgical logistics to change lives across the globe.  

"We knew we had to bring this campaign to life in a way that felt as big and ambitious as the customers who use Smartsheet," said Matt Gilmore, partner at Herd of Shepherds. (Most Fortune 500 companies use the platform.) "B2B advertising tends to play it safe, but we saw an opportunity to craft something with real emotional weight, something inspiring that would push away from the homogeneity."  

The campaign is rolling out across TV, digital, and social platforms.   

The agency was formed last year by Gilmore, Shawn Herron and Megan Ball. Gilmore and Herron were previously senior creatives at VML and before that Wunderman Thompson, which was folded into VML last year. Ball previously served at Johnnie Studio, Possible and World Famous.