Video Strategies
I took ownership of video strategies for the OnBoard, eScribe, and Govenda brands. This work was prioritized around communicating value to our audiences to quickly capitalize on emerging features, tech, and partnerships while keeping persona needs top of mind. I collaborated closely with stakeholders from content, product, and demand generation to align our vision and refine our narratives while leading production of motion media assets.
When tackling a new video it’s typically coming from a need, whether that being a lack of content about a certain product, a new product or integration to capitalize on, or an opportunity to build ad campaigns. Motion media always starts with a goal and reasoning to support the time, effort, and spend. The first questions to ask are as follows: What are we talking about, who are we trying to reach, and what value does this bring to our prospects/customers?
Early ideation around video goals consists of collaboration and planning between the content, product, and demand generation teams.
Establishing Goals
Storyboarding
In collaboration the the content team, I work to build a storyboard of the decided narrative so that stakeholders from leadership can approve spend and campaigns.
Voiceover
Once a narrative is approved, I work to either record and edit voiceovers myself through Logic Pro, or hire an external voice artist depending on budget around the project. For OnBoard, eScribe, and Govenda, the brand voice is confident and professional but also shows excitement and passion for corporate governance.
Gathering Assets
At the same time, I collects product screens through collaboration with the product team. Making sure to properly understand functionality and interactions. In addition to product screens, I collect stock footage, vector brand assets, music, and sound effects. Building out layers in an Illustrator file to set up layered animations in After Effects.
Resources come together following the voiceover and music for pacing, ensuring animations are delightful, ample, and present information in a clear and compelling way. The goal and value behind every video should be immediately apparent to our audience and capture attention in seconds.
