Conveyor
No More Hell
Satan takes credit for inventing security questionnaires.
Watch the full campaign · 5:47
The Strategy
Conveyor makes AI software that fills out security questionnaires. Before a company buys software, it sends the seller a long list of security questions: how do you store data, who can see it, how do you encrypt it. Someone on the seller's security team answers them, one by one. Then the next buyer sends the same questions in different words and a different file format, and it starts over.
The people stuck doing this work are security pros. They're smart, skeptical and hard to impress, and most of them read LinkedIn without ever posting. Conveyor wanted ads they would actually stop for, and at the time, none of its competitors were running video ads on LinkedIn.
The way in was the pain itself: the questionnaires never stop coming. So we asked who would invent something this miserable on purpose. Of the ideas we pitched, Conveyor's team liked this one best because it tied straight back to the questionnaire.
So the ads are a sit-down interview, shot like a GQ or MasterClass profile. Satan, in a red velvet blazer and a black turtleneck, talks about security questionnaires the way an artist talks about his masterpiece. Around him, the set is slowly losing to the heat: space heaters everywhere, fire extinguishers on standby and a sound guy having a very bad day.
Conveyor's team helped shape the jokes. They asked us to say "security questionnaires," not "security reviews," because that's the part everyone dreads. Their writer pointed us to Jack Donaghy from 30 Rock: Satan already looks absurd, so the jokes land best when he takes his work completely seriously. They pushed for small everyday annoyances over world-sized evils, which is why his list of past work starts with paper straws. They asked for a bit about file formats, like a table inside a Word doc saved as a PDF. And the moment a crew member mutters Conveyor's name was their idea.
The campaign works like a promo for a big interview. Four 15-second teasers send people to the full interview on Conveyor's landing page: a dramatic intro, Satan reading his fan mail, a drip from a stained ceiling tile that finds the sound guy's eye, and Satan introducing himself after the slate. The full interview runs three minutes, in short chapters, and ends when Satan finds out about Conveyor. Three short reminders catch up with him afterward, each on a different job Conveyor's AI takes off a security team's plate.
The Process
We shot it in one day in February 2025, in a studio, on a set built from our own walls, after a day of prep.
Satan took the most work. Artists from the TV show Face Off spent pre-production designing him with us and building him by hand: a custom face, a hood, a muscle suit and the horns. We had the horns cut down from 31.5 inches to about 24 so he'd fit in a photo. Colored lenses cover the whites of his eyes, and goat legs with hooves make him tower over the crew. Getting him into all of it took about four hours.
Brian, from our team, directed. He also played the sound guy, so every bit of misery on that set happens to the director.
Almost everything was scripted before the shoot, fan mail included. We wrote more fan mail than one ad could hold, so the character had room to grow across the campaign, and the extra letters became a 60-second ad of their own.
The puddle and the drip were real. The rest was added in post: the bug that flies into the sound guy's mouth, the fire, and the ash and smoke after it.
We delivered the three-minute interview, the 60-second fan mail ad, four 15-second teasers and three 12-second reminders, with and without subtitles, plus still portraits of Satan. They send viewers to NoMoreHell.com. Conveyor ran its own media.
Then the ads sat on the shelf for a while. Satan is a big swing for a security brand, and one of Conveyor's decision-makers wasn't ready to run him. When Halloween 2025 came around, we suggested launching then, when a devil in a velvet blazer would read as seasonal fun instead of a brand risk. Conveyor ran the ads that fall.
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