Spotlight Spring 2024

HubSpot’s first Spotlight put video at the center of a new way to present its product updates. I led the films’ creative direction, developing a look that pushed beyond the brand’s existing animation style. Drawing on the campaign’s use of light and space, I brought presenters, product interfaces, and 3D elements into a shared visual world.

The aim was to make the updates feel like a significant moment for the brand, with films that could carry the campaign without a live event. That approach established a visual language and film structure that continued to evolve across later Spotlights.