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Huge Drives Business Success for Citrix with Inspiring Brand Campaign

With MPC, Cut+Run and division7, the agency launches new global campaign ‘You’re made for bigger things’ to reinforce Citrix’s leadership in employee experience

Huge Drives Business Success for Citrix with Inspiring Brand Campaign

Citrix has unveiled a new visual identity including a logo and design system created in partnership with creative studio Athletics and campaign art direction created in partnership with Huge.

Citrix Systems, Inc. believes technology should empower organisations to deliver a better employee experience. One where people have the tools they need to work the way they want, and where personal progress and purposeful work are the priority - because that’s what drives business success. To help them convey this message in a clear, concise and modern way, Huge - its new global agency - launched the company’s new brand with a new fully-integrated campaign, titled ‘You’re made for bigger things.’ Citrix’s new brand celebrates its commitment to give both businesses and individuals the space they need to succeed.

The campaign launched on 15th September 2020 and will run across global markets including EMEA, APJ, NAM and LATAM.

The campaign brings to life powerful Citrix stories of unlocked human potential and highlights that when limits are taken off people, they can achieve big things. The creative program features a :60 second anthem film alongside a robust series of print, broadcast and digital experiences.

“The future of work celebrates what people can become, not just what people do,” said Tim Minahan, EVP business strategy and chief marketing officer, Citrix. “When people have the space to succeed and tools that empower, rather than encumber them, they can do their very best work, and our new brand is designed to reflect this."

The anthem film, titled 'Superhero', serves as a tribute to its customers who have relied on Citrix technology to support their employees. It captures the magical feeling that people have when they are able to realise their potential, when they are set free from constraints and can do what they do best. People are shot heroically in hyper-real slow motion as they go about their jobs, unleashed by the power of Citrix. We see them in a beautiful moment of absolute freedom empowered by Citrix. Just like superheroes.

Huge and Citrix partnered with award-winning director Judith Veeneddaal and production company D7 / Smuggler.

“In a time of unprecedented uncertainty, Citrix is more certain than ever about its role in modern work,” said Fede Garcia, chief creative officer of Huge Brooklyn. “This campaign focuses on above all a human story enabled by Citrix’s technology and it keeps people at the heart of what Citrix does with a simple, interesting and human tone of voice.”

This is the first work for Citrix from Huge Brooklyn after a competitive review in 2019.

Featured Companies: division7 , Cut+Run US , MPC New York

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Client: Citrix


Agency: Huge

Global CCO: Jason Musante

Global ECD: Fede Garcia

Group Creative Director: Hemant Anant Jain

Associate Creative Directors: Andrew Tobin and James Ryan

Senior Art Director: MacKenzie Dunsmoor

Senior Copywriter: Alex Katz

GVP, Client Services: Deborah Korono

Program Director: Eric Gerdts

Group Engagement Director: Jeremy Paredes

Director of Business Affairs: Cindy Hoffman

Executive Producer: Christopher MIchaels


Production Company: division7

Director: Judith Veenendaal

Co-Managing Director: David Richards

Chief Operating Officer: Andrew Colon

Head of Production: Alex Hughes and Kim Cortese

Producer: Philippe Avendano Vera

Line Producer: Inge Zoete

Director of Photography: Noel Shollderman

1st AD: Freider Wallis

Steadicam Operator: Sacha Naceri

Production Manager: Aemilia van Lent

Production Designer: Elsje De Bruijn

Photographer: Ale Burset


Editorial: Cut+Run

Editor: Gary Knight

Assistant Editor: Evan Bahnsen

Managing Director: Lauren Hertzberg

Head of Production: Marcia Wigley

VFX and Colour

VFX and Colour: MPC

Executive producer: Matthew Loranger

VFX producer: Chris Preston Barnes

Creative director: Alvin Cruz

2D lead: Tim Crean

3D lead: Vadim Turchin

3D co-lead: Parthiban S E

Colourist: James Tillett

Sound and Music

Record and Mix: Sonic Union

Sound Designer / Mix Engineer: Michael Marinelli

Audio Producer: Justine Cortale

Music: Singing Serpent

Producer: Dennis Culp

Composer: Chris Fulford-Brown


Animation: MPC

Lead designer: Anne Calandre

Co lead designer: Ricardo Mendes

Editor: Adrianna Merlucci

Illustrators: Alice Lia, Gianna Yarull, Bryan Louie and Marine Loscos

Animators: Drew Jackson and Peter Ahern

Audio House: Mophonics

Executive Audio Producer: Jean Scofield

Audio Producer: Adrian Womack

Audio Engineer: Corey Bauman