25' SPRING spotlight

Director • Director of Photography • Editor

Product launch videos are the most repeated format in tech. Every company ships them, most look the same, and the creative approach is usually "point a camera at a screen and go." Spotlight is HubSpot's biannual product launch — and the challenge is making it feel like something fresh every time.

For the 25' Spring Spotlight, I designed a modular system — a hero video, customer narratives, and product demos — each with its own visual identity and purpose.

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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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