Behind the Scenes of Hexagon’s “Let’s Change That” Energy Transition Campaign

The energy sector is undergoing its most profound transformation in more than half a century. Demand is surging while balancing modernization, digitalization, sustainability and risk management across a complex landscape.  Executives face the dual challenge of delivering reliable operations in the present while simultaneously investing in the capabilities that will carry their organization into the future, including preparing for decarbonization and navigating regulatory uncertainty. 

Projects are often delayed, efficiency is stretched thin by disconnected systems and operational risks, ranging from safety to cybersecurity, are intensifying. At the same time, aging infrastructure and the need to preserve operational knowledge as an understaffed, aging workforce turns over add another layer of urgency to the transformation journey. 

Against this backdrop, Hexagon’s Asset Lifecycle Intelligence division is taking an unconventional step with a bold, new initiative built around a simple, powerful idea: "Let’s Change That." Instead of blending into the background with expected “industrial” marketing, the team has launched a campaign that brings the energy sector’s biggest challenges to life – literally. In doing so, they’re aiming to not only catch attention but also reframe how executives think about data-driven transformation. 

Pain Points with a Personality 

Meet Projects, Efficiency and Risk. They’re not just abstract management priorities. They’re fully realized characters. Projects shoulders an emotional 600-pound backpack of delays and rework. Efficiency is the type-A optimist stretched beyond her limits by siloed systems. Risk is part swagger, part uncertainty and always one surprise away from disruption.  All three are stuck in the past, struggling to keep up with today’s expectations.  

These characters embody the frustrations executives see every day in their organizations. By giving them personalities, Hexagon has found a way to make complex issues relatable, approachable and even entertaining. 

Adam Goldfarb, Executive Director of Global Portfolio Marketing at Hexagon, explains, “We’d done a lot of advertising with stock photos of facilities and folks in hard hats looking at tablets. We really thought, let’s do something that changes the way we communicate. How do we meet the ambition of our customers with that same level of passion, but surprise them a little too?” 

The Role of the Change Agent 

Every drama needs a hero and this campaign introduces one: the Change Agent. In Hexagon’s story, the Change Agent represents the forward-looking industry leaders who are already driving innovation. 

The companion eBook, The Change Agent’s Guide to Digitalization, highlights what sets these leaders apart: they break silos, connect departments, lead with context and know that change isn’t a solo act. In the commercials, the Change Agent accelerates Projects, Efficiency and Risk along their journey, showing that transformation, often elusive, is indeed possible when data becomes the force that flips the script. 

Paul McGrath, Principal Campaign Manager, adds, “We’re here to give you something entertaining that connects directly to your pain points. It’s a love letter to the industry, showing we really understand your challenges and want to help you be breakthrough.” 

Why Hexagon Is Leading the Change 

Seeing the pain points is what sets up the “Let’s Change That” theme. For more than 50 years, Hexagon has partnered with the energy sector to deliver change through revolutionary technology for engineering, capital projects and keeping critical infrastructure operating safely. Today, that legacy continues to disrupt the status quo through solutions that integrate real-time data, predictive analytics and digital twins across the asset lifecycle.  

Stephanie Mayer, Lead Program Manager, explains the choice to spotlight challenges so directly, “Everybody in the industry is feeling the pressure and the demand. We wanted to connect with them in a way that stock imagery never could. By personifying their pain points and showing them they have the power to change.” 

 For industry executives, that means upgrading facilities while lowering costs, improving safety and meeting sustainability targets. Hexagon’s solutions are designed to help leaders do all three, by unifying data, automating workflows and enabling faster, more confident decisions. 

A Campaign with Cinematic Flair 

Hexagon didn’t just design ads. They staged a production with help from Huntsville, AL-based Fantastic Plastic Entertainment. With vibrant sets, actors in character and even vintage costumes, the creative team leaned into a film-inspired style to highlight transformation in a fun, memorable way. 

Lisa DeArman, Senior Manager for Global Brand & Design, who wore an authentic 1960s-era polyester dress on set, put it this way, “Change is difficult in any industry, but knowing you have a company behind you with a reputation for meeting needs and achieving goals makes all the difference. This campaign pushes the envelope, stands out from our competitors and reminds customers that change can be both serious and fun.” 

What’s Next 

Seven commercials tell the full story: three introduce Projects, Efficiency and Risk; one depicts the pivotal “innovation meeting” where they discover the power of connected data;  three more show them thriving in a modern, digitalized world. 

The campaign will reach executives where they already spend their time, such as on LinkedIn, YouTube and streaming platforms, breaking through the noise of generic ads with characters that reflect their reality. 

For those who want to go deeper, the stylized eBook offers insights into capital project planning, efficiency gains and risk mitigation strategies, all framed around the role of data in driving lasting transformation. 

Call to Lead the Change 

 Energy leaders know the stakes. Projects are bigger, risks are higher and efficiency is more critical than ever. This campaign is a reminder that transformation is within reach and that no executive has to do it alone. 

As Goldfarb puts it, “If you pick the right partner, you can have confidence and real ways of improving how you operate. Amazing things are possible.” 

In today’s complex and challenging energy environment, your data deserves better. Hexagon suggests that together, “let’s change that.”  

Explore the campaign, meet the characters and discover what’s possible when your data works harder for you. Visit letschangethat.com to watch the commercials and download the eBook.