HubSpot’s "Spotlight" is a high-stakes, biannual event unveiling their latest product innovations. For the Fall 2025 edition, I conceptualized, pitched, and executed a multi-tiered video strategy, develoiped a unique creative and production approaches for three distinct formats. This system delivered high-level brand messaging, real-world proof points, and detailed product demos within a single, unified creative framework.
Role: Creative Direction, Strategy, Directing, Cinematography, Editing
My creative vision was to transform abstract data into a tangible, explorable world. We built a physical set that served as a minimalist art installation. By surrounding our executive speakers with practical screens, we created a powerful metaphor for being fully immersed in the HubSpot ecosystem.
The final hero video, with a runtime of over two minutes, successfully held viewer interest, achieving an average view-through rate of 53.85%—a strong indicator of engaging, product-centric storytelling.
To demonstrate the impact of new product releases, we produced five customer story videos. Each one followed a modular framework: immerse the audience in the customer’s world, define their business challenge, and showcase what they achieved with the new product.
The visual style was clean, shooting each customer in a studio against branded felt panels for a polished, consistent look. To bring their workflows to life, we integrated animated product UI graphics directly into the on-set footage.
The campaign demanded an extensive series of product demos delivered under tight deadlines, requiring maximum agility and the ability to iterate quickly.
I developed a flexible and scalable production system. We utilized fully animated product displays within stylized 3D environments. This innovative workflow equipped the team to rapidly customize, localize and version dozens of unique videos without the need for reshoots, significantly speeding up the production timeline while maintaining high production value.
This optimized approach proved highly effective, resulting in demo videos that achieved an 71.5% average view percentage.
