For cybersecurity leaders, industry conferences can be as demanding as they are valuable. Between packed schedules, vendor meetings, networking, and the constant pressure to evaluate new technologies, the people responsible for protecting organizations often find themselves navigating an environment built around everyone except themselves.
Daylight Security recently took a different approach. Rather than setting up a traditional booth at Black Hat, the company introduced the “CISO Genie,” a private concierge concept designed around the needs of security leaders attending the conference. The idea became the subject of a pair of humorous videos shared by Hagai Shapira, Co-Founder and CEO of Daylight, generating significant engagement on LinkedIn.
The first video introduces the CISO Genie through a mock conversation between a CISO and a genie whose job is to grant wishes. But instead of the usual fantasy requests, the genie focuses on the practical challenges faced by security executives, from finding a quiet meeting room to arranging transportation and dinner reservations.
“That’s also a wish. Quiet meeting room, fresh shirt, dinner reservation, private airport pickup, personal barber, and more,” the genie says. The punchline is that the service is not limited to the traditional three wishes. “Used to be three. Then someone hacked the lamp. Changed it to unlimited.”
Choosing CISOs Over The Traditional Conference Booth
The campaign’s premise is summarized in Shapira’s LinkedIn post accompanying the first video: “A Black Hat booth costs about the same as taking care of 150 CISOs for an entire week. We chose the CISOs.”
The decision to skip a conventional Black Hat booth and instead invest in a concierge experience gives the campaign a clear message. Daylight is positioning its presence around service rather than visibility, with the CISO Genie offering airport pickup, coffee, a quiet room, and a phone charger among its services.
“Someone finally asking CISOs what they need, instead of asking for 15 minutes of their time,” Shapira wrote.
The video uses humor to reinforce that idea. At one point, the genie is asked whether Black Hat is really that difficult. His response: “We classify Black Hat as a hostile environment.” Later, the campaign turns the CISO’s everyday responsibilities into another joke when the genie is asked to help a security leader who forgot to buy a present for his child.
“Tell me that’s not a threat,” the genie says.
The humor works because it remains connected to the campaign’s underlying premise. Shapira’s post describes the initiative as an expression of a broader belief that “security services should feel different. Less noise. Less friction. Better outcomes. More accountability.”
The CISO Genie Gets A Second Episode
Daylight followed the first video with a second installment, again shared by Shapira on LinkedIn. This time, the video opens with a tongue-in-cheek response to feedback about the first production: “Marketing said there wasn’t enough daylight branding in the first video, so we made a few adjustments.”
The second episode continues the fictional concierge’s interactions with CISOs, including requests ranging from navigating Mandalay Bay to securing a table for eight at Carbone. The genie describes the restaurant reservation as particularly difficult: “I’ve handled ransomware negotiations. This was harder.”
Another exchange pokes fun at the industry’s enthusiasm for emerging technology. Asked how he manages to keep up with all the requests, the genie reveals his routine: “We’re agentic! We’re agentic! We’re AI-native agentic! Again! More disruptive! Agentic! Every morning.”
The episode also introduces what the video calls “the most important room at Black Hat”: a quiet room where, as the genie explains, “CISOs are recovering.”
Shapira’s caption makes clear that the campaign is intended to be lighter in tone. “No thought leadership today. Just press play,” he wrote, adding that while the concierge is real, “The training academy is not.”
For Daylight, the videos offer a creative way to communicate its philosophy without relying on a conventional product pitch. By turning the CISO’s conference experience into the center of the story, the campaign puts the security leaders themselves in the spotlight, and uses humor to make the case that cybersecurity services can be built around their needs.
