Deception Force Campaign

Overview

When Juniper Networks needed a bold, eye-catching way to showcase their new data center security products at the RSA conference, we created something entirely unexpected: Deception Force, a fully realized first-person shooter game paired with a cinematic trailer. Designed to attract security professionals and technical engineers, this project broke through the traditionally dull B2B marketing space. With a dramatic narrative, striking visuals, and seamless integration of Juniper’s product story, Deception Force demonstrated that technical storytelling doesn’t have to be dull. Done well, it can be unforgettable.

Juniper Networks faced two critical challenges.

Credibility: Establishing themselves as a serious player in the data center security space, a market outside their traditional focus. Visibility: Standing out at RSA, the premier security conference, where the competition for attention is fierce.

B2B marketing in tech often defaults to dry, feature-heavy messaging, underestimating the power of emotional engagement. We set out to change that. By leveraging the universal appeal of video games and cinematic storytelling, we aimed to create a compelling experience that positioned Juniper’s product as not just innovative but essential.

Our biggest hurdle was time.

With only 12 weeks from concept to delivery, we had to build a playable mobile game and simultaneously produce a high-quality cinematic trailer.

And all of this while maintaining creative and technical excellence.

Making hidden threats visible

Our team began with extensive strategic research, uncovering the most common threats to data centers. These threats inspired the narrative, with each type of cyberattack reimagined as a unique and visually striking monster. These characters would be the main antagonists for both the game and the trailer.

The narrative positioned Juniper’s technology as the critical tool in revealing and neutralizing hidden threats that other security tools would miss. A secret organization, Deception Force, was imagined as the last line of defense, operating covertly beneath a Chinatown restaurant. The storyline reflected Juniper’s mission: turning the invisible into the visible and manageable.

We developed not only the game and trailer but also the branding for Deception Force itself. Our designers created a series of logo concepts that unified the campaign. These designs extended across promotional materials, in-game assets, and the RSA booth, solidifying the identity of the campaign.

Sketches and iterative design played a crucial role in shaping the project. Early character sketches explored how each monster could represent a specific type of cyberattack.

For example, the SQL Injector was imagined to be a glowing scorpion, while DDOS was a self-replicating ball of teeth. These sketches were refined into finished renders that informed both the game and trailer.

Additionally, we explored ways to maximize visual impact within the trailer. The hero of our film thinks he's just interviewing for a data security job, and quickly finds out Deception Force is a completely unexpected organization. A tour of the data center stops at a console, where advanced gear drops from the ceiling. After suiting up, our hero is told to get his visor down so he can see the security threats coming for him.

Building the team in twelve weeks

In just a few weeks, I expanded my team from 8 to more than 30, onboarding interns and contractors, securing equipment, and establishing workflows with the studio’s operations team.

I co-wrote the game’s script, directed the cinematic trailer, and supervised every aspect of production, from character design to final color grading. Working with a talented team of animators and designers, I ensured that every detail reinforced the campaign’s core message.

Our work extended beyond the trailer and game. The Deception Force identity was applied across the RSA booth design and out-of-home materials, tying the entire campaign together. Large-scale visuals of characters, branded signage, and tournament-ready game stations drew attendees into Juniper’s space, creating a unified experience.

Deception Force was a breakout success at RSA. Engagement: The trailer and interactive game drew significant foot traffic to Juniper’s booth, with attendees competing for the highest scores. Visibility: Juniper’s presence at RSA was elevated, with the campaign widely praised for its innovative approach. Industry Recognition: Deception Force was featured at SIGGRAPH, where I presented on our creative process and tools, showcasing how the project came together in just 12 weeks.

I'm incredibly proud of the way Deception Force brought together a large, multidisciplinary team to create such a cohesive and impactful campaign. From initial sketches to finished assets, the project was a testament to the power of strong leadership and collaboration.

Ultimately, Deception Force proved that even in the technical B2B space, bold storytelling and innovative design can make a lasting impact.

The Mobile Game

The game itself was an integral part of the campaign and Juniper's presence at RSA. A competition was held in the booth for attendees to play the game and learn about Juniper's advanced security offerings.