B2C Campaign – Special Characters

Role
Illustration, Art Direction

As part of 1Password's B2C campaign, we created Special Characters—personas inspired by customer profiles and shaped around relatable holiday tech scenarios. The Holiday Edition introduces characters navigating tech challenges that dampens the festive spirit, while the New Year Edition, showcased how 1Password could help them achieve their resolutions.

Each story was designed to be both fun and functional, using visual cues to highlight product benefits in a way that felt natural—not overly instructional.

Barb Bell embodies a fitness resolution in progress. As she lifts progressively heavier weights, the password displayed on the UI behind her becomes stronger—symbolizing how secure habits build over time.

Al Dente rediscovers his love for cooking by retrieving a treasured pancake recipe from his 1Password vault. As a visual nod to strong password habits, he’s shown sprinkling “special characters” into the batter—tying security best practices into a warm, familiar moment.

The Special Characters campaign brought a warm, human layer to cybersecurity—demonstrating how 1Password fits into everyday stories without relying on technical jargon. The characters were well received across social platforms and internal channels, and the modular format gives the campaign room to expand for future seasonal moments.

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