ServiceNow Suggestion Companies
Showing enterprise buyers the difference between AI that suggests and AI that acts.
In collaboration with Mischief @ No Fixed Address
Role: ACD, Campaign & Design
The Challenge
Most enterprise AI stops at suggestions. It offers a wall of recommendations and leaves the actual work to you. ServiceNow needed to show business leaders that its AI is different, because it connects AI, workflows, data, and governance to get the job done.
The Strategy
Mischief @ No Fixed Address developed the idea: “suggestion companies,” which are service providers that only advise, such as a brain surgeon who hands you the scalpel with a list of instructions, or a fire squad that coaches you by phone while your house burns.
As ACD and design director on ServiceNow’s internal team, I helped take the idea past the OLV. We expanded Mischief’s two companies into eight and designed every piece as a convincing ad for what seemed to be a “real” business, so people would stop, take it at face value, and then get the joke. That meant setting aside ServiceNow’s usual look entirely. I helped establish the look and feel for the animated OOH, which helped influence the look and feel & graphics for the OLV. I also helped design the boards, led photography selection, and worked with our internal design team on a full-page Wall Street Journal ad that read like a real company’s ad until the punchline.
The Work
The campaign launched in June 2026 with a takeover of New York’s Bryant Park subway station, alongside a full page WSJ ad, digital banners, radio spots, and social, and it was covered by Ad Age, Muse by Clios, and Campaign.
