Sandisk Saves More, More, More for Workaholics, Cat Obsessives and Amateur Stuntmen

Since separating from parent company Western Digital earlier this year, data storage brand Sandisk has been on a mission to reshape its consumer marketing with a more personal, emotionally-driven approach.

Using the tagline ‘Space to Hold More’, the designer and manufacturer of flash memory products has shifted its approach to be part of the creative conversation, with plenty of personality.

“At Sandisk, we’ve always been about reliability and performance, but the way people create and share has changed dramatically,” said Heidi Arkinstall, VP, global consumer brand and digital marketing at Sandisk. “Our new tagline, ‘Space to Hold More’ captures that shift. It’s recognising that the things people create, share and save define their lives and who they are, and that the role storage plays in enabling that isn’t just technical, it’s deeply personal.”

This new strategy has involved the invention of a new brand mascot ‘Memory Man’, the centrepiece of some collaborative content with a few of the internet’s most innovative creators: Devin Super Tramp, Simone Giertz, and Gong Bao.

Alongside this, the company and its creative agency CALLEN has launched a campaign called ‘More, More, More’, which involves a trio of ads that celebrate the chaos and joy of modern life through the lens of how people capture and save what matters. The ads are directed by Iconoclast's Sam de Jong, with VFX from Kevin.

The first spot, ‘CATS!’, introduced the campaign at the start of November, with a flood of over-the-top cat clips, a playful nod to internet culture and the endless space to store it all.

The second spot, ‘STUNTS!’, follows a young man who uses his Sandisk Phone Drive to offload footage and make room for what he loves most, filming backyard stunts with his friends.

And the third film ‘DECKS!’ tells the story of businesswoman Wendy on a high-energy journey through decks, data, and presentations, showing what happens when your storage – in this case, a Sandisk Extreme Fit USB-C Flash Drive – keeps up with your hustle.

“People at the forefront of creativity need the most up to date storage solutions,” said Craig Allen, chief creative officer at CALLEN. “We wanted to bring to life in a cheeky way all the things people need and really care about keeping safe and at their fingertips – whether that's their cats, work files or stunts they try to do in their backyard.”

The latest film ‘DECKS!’ launches in January 2026 and completes the trio of films for ‘More, More, More’.