How can an established AI-native platform stand out at RSAC when every company is now touting AI?
Creative Idea: Turn “AI” from a claim into a contrast.
At RSAC 2026, every cybersecurity company says the same thing: AI-powered. AI agents. Revolutionary. The problem isn’t a lack of innovation. It’s a lack of differentiation. Stellar Cyber didn’t need to say more. They needed to say something no one else would. Instead of competing on claims, we reframed the category. Not all AI is created equal—and most of what fills the RSAC floor is still in its infancy. Amongst all the AI-prototypes, pilot programs, and unproven claims, Stellar has been AI-native since 2015. This made them the proven AI adults in the room. So we turned that truth into a simple, visual idea: “Grown-Up AI vs. Baby AI.” From there, the strategy was clear. Don’t wait for people to find the booth. Take the message into the streets, make it impossible to ignore, and let the idea spread before the conversation even begins.
Teaser Video: Released during the show to hit the online audience
The activation wasn’t built to stay in one place. While the stroller brigade disrupted the streets around Moscone, we released a teaser video during the show to reach the audience already scrolling, searching, and deciding where to spend their time. The same idea, translated for a different moment. Where the streets created curiosity, the video amplified it—pulling more attention toward the booth and extending the campaign beyond the physical environment.
One idea, built to show up everywhere.
This wasn’t a single activation. It was a coordinated system designed to surround the audience. From street-level disruption to in-booth experience to content amplification, every touchpoint reinforced the same idea—turning a simple metaphor into a city-wide narrative.
We took it to the streets: Stroller Brigade
A moving visual metaphor that stopped people mid-step and sparked immediate curiosity.
Guerrilla Signage Around the Moscone Center
From sidewalk graphics to pole signage to unexpected placements, the campaign extended beyond Moscone—making the city part of the story.
In-Booth Continuity
From stroller parking to printed materials, the experience carried through once people arrived.
This engagement reflects how nez&pez helps cybersecurity brands break through during high-noise moments like RSAC—when attention is limited and differentiation matters instantly.
When this engagement works best
You’ll see the strongest results when:
- A cybersecurity brand is competing in a crowded event environment where most messaging blends together
- The goal is to drive booth traffic, awareness, and conversation—not just presence
- The product or positioning is strong but lacks a simple, disruptive way to stand out
- The team is open to bold, non-traditional ideas that challenge category norms
- Success depends on creating momentum before, during, and after the event
This type of activation is especially effective for events like RSAC, Black Hat, and other high-density cybersecurity conferences where attention is the primary constraint.
Results:
This engagement helped reposition Stellar Cyber from another AI-powered cybersecurity vendor to a brand that challenged the category in real time. The “Grown-Up AI vs. Baby AI” concept became a unifying platform that extended across street-level activation, in-booth experience, and digital content during RSAC. The campaign drove measurable booth traffic, sparked organic conversations before prospects even arrived, and generated strong social sharing and word-of-mouth across the event. By turning a common industry claim into a clear, visual contrast, Stellar Cyber increased awareness, strengthened engagement, and established itself as the cybersecurity company setting the standard for what enterprise-ready AI should look like. This project was delivered as a senior-led creative engagement focused on experiential marketing, campaign development, and go-to-market differentiation.