Video Direction

PROJECT: Brand and Vertical Videos
ROLE: Creative Lead & Art Director
RESULT: 2× website traffic, record LinkedIn engagement, boosted internal brand culture

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Overview

Website traffic and engagement were underperforming. A key product feature with high conversion potential lacked awareness. We needed a creative way to explain it quickly and make it stick. At the same time, the company needed fresh, engaging social collateral to help reignite interest across channels.

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The Challenge

With budget and time constraints, I needed to find the right balance between internal and external resources. We partnered with an external production crew for filming but owned all creative direction, scripting, set design, and on-set leadership. Post-production, including editing and motion graphics, was handled by my team and I was used as an opportunity for our junior designer to take lead on the motion work for his own personal growth.

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The Approach

• Developed a video concept grounded in humor and clarity, based on behavioral research

• Directed pre-production, including location, shot planning, and visual staging

• Led on-set creative direction in partnership with an external production team

• Oversaw in-house editing, including collaboration with the graphic designer

• Delivered trimmed videos and static collateral to support social distribution

 

The Outcome

• 2× increase in website traffic following launch

• Highest engagement to date on the company’s LinkedIn, including shares by the CEO & Founder

• Significant internal traction, with widespread employee reposts and cultural resonance

• Set a creative benchmark for future campaigns and raised visibility for the in-house team