In the crowded conversation around artificial intelligence, it's easy to get lost in the noise. Every brand is claiming innovation. Every vendor is selling a silver bullet. And every feed is full of templated content that blends into the background.

That's why CDW took a very different route.

Rather than talking about AI, they set out to show what it feels like to explore it with a guide by your side and a clear path ahead. Not as a sales pitch, but as a story.

"Don't tell me you're smart. Show me something clever."

From capability to character: bringing CDW to life

At the heart of CDW's approach to AI is a simple belief: there is no one-size-fits-all solution. Every organisation is on a different journey and needs a partner that can meet them where they are. That's where CDW's AI Map comes in.

It's a structured framework, delivered by experts, to help businesses understand their current maturity, define realistic goals, and navigate the right path to AI success. Wherever you are on the journey, CDW meets you there and moves forward with you.

But that story needed a spark. So CDW created a fictional character, Mo.

Mo is calm, credible, and clear-headed. He's grounded, not flashy. Smart, but relatable. And crucially, he's not a gimmick. He's the embodiment of the hundreds of experts across CDW who guide customers through complex decisions every day. By personifying their AI capability, CDW turned a complex proposition into a human connection.

Turning product into plot: a scripted micro drama

To introduce Mo and cut through the AI content clutter CDW took inspiration from TV.

The result is a scripted micro drama. Short, sharp, and full of charm.

This wasn't a standard corporate video. It had all the hallmarks of a professional production. A full script, cast actors, sourced wardrobe and props, scouted locations, and multiple days of filming. The story followed a stressed CIO overwhelmed by AI hype, who's guided by Mo through the fog to a clearer, more confident vision.

It wasn't overtly salesy. There were no product features or demo reels. Instead, CDW and their AI capability became a quiet presence in the background. A trusted enabler, not the hero.

"The story wasn't about the tech. It was about what the tech makes possible."

More than a video. A rallying point.

Externally, the goal was clear: to stand out in a sea of sameness and create something that people would actually want to watch and share.

But internally, the film became something bigger.

It gave the sales team something to rally around, proof that CDW was leading the way on AI and doing it differently. It created energy and alignment across the business. And with the character of Mo, it sparked something that lives beyond the video: a rallying cry, a campaign platform, a persona that keeps growing.

"Find your Mo" isn't just a line. It's a mindset.

Why this approach works

Too often in B2B, storytelling takes a backseat. But when you start with character, emotion, and relevance to the viewer, everything changes.

This format let CDW tackle a complex subject in a human way. It was entertaining, yes but also strategically focused. Every element served a purpose:

• The script distilled the message into a memorable metaphor.
• The overlays were used purposefully to support the narrative—highlighting moments of overwhelm, illustrating AI in action, and guiding the viewer through key transformations.
• The character of Mo gave audiences someone to trust, relate to, and follow.

And by letting viewers see themselves in the CIO's shoes, the video delivered a message that stuck: AI success isn't about tools. It's about guidance.

Where it all comes together: the power of post-production

This wasn't just about what was captured on set it was post-production that gave the video its cinematic edge. From precise cinematic colour grading that added depth and polish, to bespoke sound design that brought scenes to life, every detail was crafted to elevate the storytelling.

The original score was composed specifically for the film, with layered sound effects that gave each moment a dramatic, high-production feel. And the overlays played a crucial narrative role notably in the opening sequence, where the visual noise surrounding the overwhelmed CIO perfectly captured his mental state. These elements didn't just enhance the aesthetic they made the story feel real, immersive, and emotionally resonant.

Making space for creativity

Bringing this kind of story to life takes more than a brief. It needs room to breathe.

The team approached it like a piece of drama, letting the storyboard evolve, casting carefully, and shaping the narrative through iteration. Marketing and strategy worked side by side to strike the right balance between creativity and technical credibility.

It's a reminder that great creative isn't just about execution. It's about process.

Give the idea time to grow, and it'll give you something worth watching.

"B2B doesn't have to be boring. It just has to be brave."

The Outcome

The micro drama format struck exactly the right chord. It was fresh, premium, and confident, just like the brand. One viewer called it "the best asset CDW's ever made."

More importantly, it worked.

CDW has now commissioned a whole series of videos, each one focusing on a different stage of the AI journey, with Mo as the trusted guide throughout.

It's proof that in a world saturated with sameness, originality still gets results.

What others can learn

In a category flooded with features and functionality, character is your shortcut to connection. A figure like Mo boosts retention, creates emotional engagement, and gives your campaign longevity.

Want to bring complex tech to life? Don't just explain it. Let people feel it.

Because when everyone is saying the same thing about AI, saying it differently makes all the difference.