ARCHIVEOnePlus 9RT Turns a Smartphone Launch Into a Cinematic Action Film
How OnePlus 9RT Redefined the Smartphone Ad as an Action Micro Movie OnePlus 9RT's 2022 brand film...
Pentera Asks Why Pay a Pentester in a Three-Part Series
Pentera's 'Why Pay a Pentester?' is a three-episode video campaign that argues automated, continuous security testing outperforms traditional manual penetration testing, using two workplace characters — Adam and Jack — to dramatise that proposition for cybersecurity professionals and technology decision-makers.
Published on September 22, 2024, the campaign was created entirely by Pentera Inhouse Creative, placing the creative mandate inside the brand rather than with an external agency. The series centres on Adam, a cybersecurity professional seeking ongoing automated security validation, and Jack, his manager who represents the manual pen-testing establishment. Their recurring exchanges translate a technically dense industry debate into an accessible, character-driven narrative. The campaign spans three episodes, each targeting a distinct objection to continuous security testing, and was distributed across digital and film channels with three discrete media assets.
Pentera itself occupies a specific position in the cybersecurity market. Founded in 2015 under the name Pcysys, the company rebranded to Pentera in 2021, according to records held at En Wikipedia. That rebrand was not cosmetic: as documented by Pentera, the repositioning was designed to promote Automated Security Validation as a standalone market category, separating Pentera from vendors who describe themselves purely as penetration-testing providers. The 2024 campaign extends that category-creation effort into a narrative format, using the Adam–Jack dynamic to make the limitations of manual pen-testing visible to practitioners who live those limitations daily. Clapboard's editorial team describes the campaign's central idea as the 'automate or fall behind' argument rendered in human terms. The campaign carries a Clapboard Score of 63 out of 100.
Pentera's campaign addresses a structural fault line inside the cybersecurity industry. The penetration-testing-as-a-service market was valued at approximately 2.34 billion dollars in 2024 and is forecast to reach 11.07 billion dollars by 2034, representing roughly 16.8 percent compound annual growth, according to growthmarketreports.com. Within that broader market, the continuous penetration testing segment specifically was valued at 1.54 billion dollars in 2024 and is projected to grow at 18.1 percent annually through 2033, according to Grand View Research. These figures establish that the shift from episodic to continuous testing is not a niche preference but a structural reorientation of how organisations approach cyber resilience.
The strategic insight animating 'Why Pay a Pentester?' is that cybersecurity professionals — the people who actually commission and execute security programmes — already feel the inadequacy of one-time manual assessments but face institutional resistance when making the case for change internally. Pentera's campaign externalises that internal conversation through Adam and Jack, giving the audience a mirror rather than a product pitch. The choice to personify the debate as a workplace dynamic rather than a feature comparison is deliberate: it positions Pentera's automated security validation platform as the solution a practitioner would choose if given the authority, not merely the technology a vendor is selling.
Competitors in the automated and continuous security testing space, including Cymulate and AttackIQ, also frame their propositions around the inadequacy of point-in-time manual testing. Where those competitors tend to lead with technical architecture, Pentera's 2024 campaign leads with character and situation, targeting the human friction inside security organisations rather than the technical specifications of the platform. In the United States and across enterprise technology markets globally, that distinction matters: buying decisions for security infrastructure involve practitioners, managers, and finance stakeholders simultaneously, and a campaign that speaks to workplace dynamics reaches all three audiences within a single narrative frame.
Pentera's inhouse creative team built the campaign around a repeating two-character format. Each episode places Adam, the cybersecurity professional, in a new conversation with Jack, the manual pen-testing manager, with Adam presenting a specific use case for continuous automated security validation and Jack resisting from a position of institutional habit. The structure is deliberately episodic rather than self-contained, rewarding viewers who watch the full series while ensuring each individual episode communicates a standalone argument.
Episode 1, titled 'Continuous Security Testing' and running at sixty seconds, opens with Adam requesting ongoing security validation rather than a one-time assessment. The sixty-second format is a considered production choice for technology B2B content: long enough to establish character and context, short enough to sustain attention within professional digital environments where practitioners consume content between tasks. The episode accumulated 113,012 views, as documented by Clapboard's archive, a reach figure that is significant for a B2B cybersecurity campaign operating without a mass-market media budget.
Production credits for the full 'Why Pay a Pentester?' campaign are not comprehensively documented in public-facing records. What is on record is the internal origin of the work. Aviv Cohen, Chief Marketing Officer of Pentera, posted on LinkedIn on September 24, 2024, stating: 'The future of pentesting is in software and the revolution is here with Pentera. I salute the Pentera Creative team for this great campaign.' That statement, attributed to Cohen via linkedin.com, confirms the campaign was produced by Pentera's own creative function and that its senior marketing leadership regards the episodic character-driven format as consistent with the brand's broader market positioning. VFX production is noted in the campaign's classification metadata, indicating post-production work was applied to the film content, though the specific VFX vendor or supervisor is not publicly attributed.
Episode 1 of 'Why Pay a Pentester?' recorded 113,012 views, six likes, and five comments, as documented in Clapboard's archive. No verified aggregate performance data across all three episodes is publicly available at the time of writing, and no verified wins across Cannes Lions, the Effies, The One Show, D&AD, the Clios, or the Webby Awards are on record for this campaign.
The view count for a single B2B cybersecurity video episode — over 113,000 — warrants contextual interpretation rather than dismissal. Pentera's addressable audience is not a general consumer population; it is cybersecurity professionals, security operations practitioners, and technology executives at organisations large enough to commission formal security validation programmes. In that context, six-figure reach on a single episode produced by an inhouse team, distributed through digital channels rather than paid broadcast, suggests meaningful distribution either through organic social amplification, targeted paid promotion, or both. The low comment-to-view ratio is consistent with professional B2B content on platforms where practitioners consume without engaging publicly.
Structurally, the campaign's effectiveness rests on its category-framing function as much as its direct lead-generation potential. By placing the Adam–Jack debate in front of practitioners who recognise the scenario, Pentera reinforces the legitimacy of automated security validation as a category and positions itself as the company that named the problem. Clapboard's score of 63 out of 100 reflects a campaign that executes its narrative device with clarity and relevance but leaves measurable engagement metrics and awarded creative recognition as areas where the work's documented impact remains limited.
Pentera's 'Why Pay a Pentester?' is a three-episode video series arguing that automated, continuous security testing outperforms manual penetration testing. Created by Pentera Inhouse Creative and published September 22, 2024, it uses two characters — Adam and Jack — to dramatise the case for automated security validation inside a workplace setting.
Adam is a cybersecurity professional seeking continuous automated security validation. Jack is his manager, representing the traditional manual pen-testing approach. Their recurring conversations across three episodes give the campaign its narrative structure, translating a technical industry debate into a relatable workplace dynamic that reaches both practitioners and decision-makers.
Episode 1, titled 'Continuous Security Testing,' recorded 113,012 views, as documented in Clapboard's archive. The sixty-second episode focuses on Adam requesting ongoing security validation rather than a one-time check, and its six-figure reach is substantial for a B2B cybersecurity campaign produced by an inhouse creative team.
Pentera was founded in 2015 as Pcysys and rebranded to Pentera in 2021, according to en.wikipedia.org. The rebrand was designed to position Automated Security Validation as a distinct market category, per pentera.com. The 2024 'Why Pay a Pentester?' campaign extends that category-creation strategy through episodic character-driven storytelling aimed at cybersecurity professionals.
Clapboard awarded the 'Why Pay a Pentester?' campaign a score of 63 out of 100. The score reflects clear execution of the narrative device and relevance to cybersecurity audiences, while noting that documented engagement metrics remain limited and the campaign holds no verified wins from major industry award programmes at the time of writing.
No verified wins for 'Why Pay a Pentester?' are on record across Cannes Lions, the Effies, The One Show, D&AD, the Clios, or the Webby Awards. The campaign was produced by Pentera Inhouse Creative and published in September 2024, with its primary documented performance metric being the 113,012 views recorded for Episode 1.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
.jpg&w=256&q=75)
