Now Streaming: Transformation for Oil & Gas

The oil and gas industry is in the midst of enormous change. Global demand is rising, energy transition pressures are intensifying and the complexity of balancing investment in traditional hydrocarbons with cleaner fuels is reshaping the competitive landscape. For executives, the challenge is twofold: maintain steady production today while investing in the infrastructure, digital capabilities and workforce that will carry operations into the future.

Projects run over budget, efficiency slips under the weight of legacy systems and operational risks, from safety to cybersecurity, loom larger every year. Meanwhile, aging infrastructure and facilities add another layer of urgency as companies race to modernize assets, reduce operating costs and improve sustainability, all without disrupting reliability.

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 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, scope changes and rework. Efficiency is the type-A optimist stretched beyond her limits by siloed systems across upstream, midstream and downstream operations. Risk is part swagger, part uncertainty and always one surprise away from a safety incident, compliance gap or unplanned shutdown.  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 reached a point where relying on stock images of rigs and workers in safety gear just wasn’t enough. Our customers are pursuing ambitious goals. We wanted a campaign that matches that ambition with passion, creativity and a reminder that they don’t have to face these challenges alone.”

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 oil and gas 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 at LetsChangeThat.com

Seeing the pain points is what sets up the “Let’s Change That” theme. For more than 50 years, Hexagon has partnered with the oil and gas companies to deliver technological change for designing, building and operating some of the world’s most complex facilities. 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 oil and gas 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; and three more show them thriving in a modern, digitalized world.

The industry will see these ads 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

Oil and gas 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 environment, your data deserves better. Hexagon suggests that together, “let’s change that.”

Explore the campaign, meet the characters and see how data can unlock safer, smarter, more sustainable operations. Visit letschangethat.com to watch the commercials and download the eBook.