Client: Ciena Corporation

Ciena 100G

"Imagine being able to download three, full-length HD feature films in one second."

When one of the world’s leading providers of network solutions pioneered the first successful deployment of single channel, 100G transport, they naturally wanted to tell their story – and they turned to 15Four.

The task: tell the story of Ciena’s first real customer in the 100G space – the New York Stock Exchange. In the world of online trading, a world where profit is measured in nanoseconds, the NYSE needed the fastest network on the planet. Ciena delivered with brand new technology.

After pitching a storyboard idea and script to Bill Rozier, VP of Global Marketing for Ciena, 15Four was given the mission of capturing the intensity faced by Ciena’s engineering department, and the success of the relationship between Ciena’s sales force and the NYSE.

The Challenge: turn the whole thing around in less than a month. Shooting on locations in both Baltimore (Ciena HQ) and New York City, 15Four delivered a beautiful film.

The Process:

15Four began the pre-production process with a storyboard to illustrate our artistic direction on the film, along with a script of proposed content and shots. Once the exact content and approach were agreed upon, we worked with Ciena to schedule interviews and shooting opportunities with their folks in both Baltimore and New York City.

In addition to communicating fairly technical concepts in a manner that could be grasped by any viewer, the film itself needed to convey the feel and intensity of the immense challenge Ciena faced in delivering this product to NYSE. For the emotional temperature of the film we turned to our creative team to create an original score – music which generated emotional intensity in a technology setting.

Ongoing Work:

A company like Ciena needs rich media to communicate their big ideas to the world. They also need ongoing media to communicate internally, introduce new products and distribute important news to customers and employees alike. 15Four provides these services alongside the "big idea" projects. Most recently, we were hired to produce introductions for Ciena executives at their international sales conference.

Distribution:

Ciena has a great new tool for their sales force to use in communicating with high level customers. But beyond that, Ciena has the ability to share the company’s creativity and ideas in real time, instantly, with the entire world.