Fire Your Frankenstack

About Project

DevSquad, a custom software development partner that replaces messy tech stacks with tailored internal tools, approached us to create a brand awareness campaign that would resonate with growing companies struggling with inefficient internal systems.
We began with strategic development and aligned on a bold campaign direction: “Fire Your Frankenstack.”
Too many organizations rely on a patchwork of disconnected software tools, spreadsheets, and manual workarounds. These “Frankenstacks” create inefficiencies, data silos, and frustrating workflows across the business. That insight inspired the campaign’s central metaphor: Frankenstein’s monster as the personification of a stitched-together tech stack.
The campaign speaks directly to the frustrations experienced by C-level leaders responsible for scaling organizations built on unstable technical foundations. Our protagonist, Jess, represents the employees navigating these broken systems daily, while “Frank” embodies the well-intentioned but ultimately flawed stack holding the organization back.
The ads follow a “before-only” structure, dramatizing the chaos of Frankenstack workflows while positioning DevSquad as the solution through on-screen messaging and the final end-card call to action.
The campaign is anchored by the memorable vanity URL FireYourFrankenstack.com, which directs viewers to a campaign-specific landing page and extends the narrative beyond the video itself.