As the ongoing video creative director for HubSpot's biannual "Spotlight" product launch, my challenge is to create unique, multi-tiered video campaigns. The campaign needed to serve multiple audiences, from C-suite executives to end users, while maintaining brand cohesion across dozens of individual pieces.For the Fall Spotlight 2025, the goal was to create a high-impact hero video that could serve as the digital centerpiece for web; customer story videos and, to develop a production system for product demos that offered maximum flexibility for last-minute changes without sacrificing quality.
The Splash Video: An Immersive Product Experience
My creative solution for the hero video was born from a simple question: what would it look like to step inside your own data? We moved away from a traditional talking-head format and designed a physical set that functioned as a minimalist art installation.
By surrounding our executive speakers with practical screens displaying product visuals, we created a powerful metaphor for being fully immersed in the HubSpot ecosystem. The result is a dramatic, product-centric hero video that transforms abstract data and AI concepts into a tangible, explorable world.
Customer Stories
To meet the product team's need for agility, I designed a new demo production workflow centered on flexibility and high production value.We developed a system using fully animated product displays within a practical, stylized set environment. By utilizing a built-in desk monitor with a green screen and persona-driven lifestyle props, my team could rapidly create and customize dozens of unique demo videos without the need for reshoots. This approach gave our stakeholders the ability to make changes right up to launch day while ensuring a polished and cohesive look across all assets.
Customer Stories: High-Impact, Rapid Production
To demonstrate the breadth of the product releases, we produced five customer story videos, each focused on a different core new release from five distinct product areas.
The creative approach for the five customer story videos was rooted in a modular storytelling framework. Each video, covering one of five distinct product areas, was structured to first immerse the audience in the customer’s world, then clearly define a core business challenge, and finally, showcase what they were able to achieve with the new product.
Visually, the style was clean and authentic. We featured each customer in a studio environment with modern, branded backdrops to create a consistent and polished look across the series. This candid interview footage was then intercut with dynamic, animated product graphics that brought their new workflows to life, often integrated in the same space as the speaker to visually connect their story directly to the tool.
