25' SPRING spotlight

Director • Director of Photography • Editor

As the ongoing video creative director for HubSpot's biannual "Spotlight" product launch, my role is to develop unique, multi-tiered video campaigns that announce new features to a wide range of audiences.

The 25' Spring Spotlight campaign successfully launched multiple product features while maintaining strong narrative and brand cohesion. By creating repeatable formats with distinct visual identities, we built a video system that allows HubSpot to communicate complex product updates in an engaging and accessible way.

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Creative Approach
Creative Approach
Creative Approach
Creative Approach
Creative Approach
Creative Approach
Creative Approach
Creative Approach
Project 1 Project 2 Project 3
Creative Approach

Hero Video

A high-energy sizzle reel designed to generate momentun and set the theme for the entire launch. The visuals uses bold typography, clean product UI animations, and quick cuts to create a sense of aspiration and excitement.

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Creative Approach

Customer Narratives

To bring an authentic, human element to the campaign, I used a hybrid analog/digital approach. By combining 16mm film for environmental b-roll with digital cameras for interviews, we achieved a unique visual texture. This mixed-media technique adds organic grain and nostalgic warmth to the visuals, while interviews remain polished and clear.

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Creative Approach

Product Demos

This format prioritizes clarity and function. Using a direct-to-camera presentation style and crisp animations, these videos make complex new features feel accessible and easy to understand. They provide practical, step-by-step guidance for users.

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Leticia De Bortoli
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