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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.
As the Director, DP, and Editor, my approach was to build a modular video ecosystem where the visual language of each asset was tailored to its specific goal and the campaign's larger theme and visual identity. Instead of a one-size-fits-all style, we developed three distinct, repeatable formats:
The Hero Video (The Hook)
A high-energy, fast-paced sizzle reel that sets the overarching theme and generates buzz. It employs bold typography, clean product UI animations, and quick cuts to convey a sense of aspiration and excitement.
The Customer Story (The Heart):
With a hybrid analog/digital approach, I combined 16mm film for b-roll with digital cameras for interviews. This mixed-media approach created visual layers, bringing organic grain and nostalgic warmth to environmental shots while maintaining a polished clarity to the interviews.
The Product Deep Dive (The How-To):
A clean, functional format that prioritizes clarity. Using direct-to-camera presentation and crisp animations, these videos make complex features feel accessible and easy to understand.
The Spotlight campaign successfully launched multiple product features while maintaining narrative cohesion. By creating repeatable formats with distinct visual identities, we enabled HubSpot to communicate complex product updates in an accessible, engaging way. The modular approach allowed for efficient production at scale without sacrificing quality or brand consistency.