FreeWave designs and manufactures cutting-edge machine-to-machine networking systems that serve the utility, agriculture, and energy sectors. At the heart of their technology is one critical offering: data. Reliable, real-time data that helps businesses make smarter decisions every day.

But what happens when that data isn’t there?

That’s the idea we explored - by showing what it feels like when data goes missing. Using bold, incomplete headlines, we tapped into a universal truth: you can’t make good decisions without the full picture. Each ad was designed to stop the viewer in their tracks, leaving them hanging mid-sentence. Confused. Curious. A little uncomfortable.

By flipping the usual product-led message and removing the very thing FreeWave provides, we gave the audience a taste of what life is like without it — and then we gave them the answer. In industries where timing, precision, and insight are everything, missing information is costly.