High Performers Perform Better With HubSpot

HUBSPOT GIVES HIGH PERFORMERS THE EDGE IN NEW GLOBAL CAMPAIGN WITH AKQA

The best people at their jobs have something in common: they make it look easy. That ease isn’t accidental. HubSpot and AKQA today launch a new global brand campaign that puts those high performers front and center, and reveals that behind every effortless performance is HubSpot’s agentic customer platform.
Built to connect marketing, sales, and service teams around a shared view of the customer, HubSpot brings together AI-powered tools and a Smart CRM, with customer data at the center. The campaign highlights how the platform helps businesses build demand, win deals, and delight customers.
AKQA was tasked with developing a platform to move the brand beyond traditional B2B marketing conventions, putting the people using it at the centre of the story, highlighting the feeling that comes from having the right platform to excel.
HubSpot appointed AKQA in March 2026 for its ability to unite brand, product, and customer experience through creativity. The campaign was produced through a highly collaborative model that kept creative, production, and post-production teams working in lockstep with HubSpot’s in-house brand and creative teams. Using the same director and production partner across shoots, with editors embedded on set, the team was able to lock cuts in real time and accelerate delivery without compromising quality.
The teams partnered with acclaimed director Max Siedentopf and production company, DIVISION, to launch a series of teaser films set in quiet offices where HubSpot was already at work earlier this year. Today, the campaign introduces those people directly. Across a series of films, the workplace professionals are introduced - notable by their calm demeanour; prepared and in control, because they have the tools and information they need at the moment they need it.
The full campaign includes a series of two teasers, five 30" brand films, four 15" product features films, and multiple audio spots and out-of-home activations across four markets (USA, UK, Australia, and Germany).
“B2B marketing has spent years talking about itself. This campaign celebrates the people using the tools, the ones who are quietly, consistently excellent at their jobs. We built HubSpot to help every go-to-market team achieve more growth, and we wanted the world to see what that could look/feel like.”
— Sunil Desai, SVP of Brand, HubSpot.
“The creative idea started with a simple observation: the people who are best at their jobs often make it look effortless. We wanted to explore what sits behind that confidence and success. The campaign shows how the right insights, the right tools, and the right platform can help people perform at their best.”
— Victor Davoine, Managing Director, AKQA Paris.