Motion
Canva, After Effects, and Premier Pro
The Loop
Launch video
THE PROBLEM Nine months after finalizing the GrowthLoop brand, their team of engineers broke ground on a new solution that securely applies AI to the data cloud to reveal campaign insights and future recommendations based on the specific tactics that drove sales. For the first time, marketers could see the actual business outcomes for each audience across any channel or campaign and make tactical improvements based on what made money, not just clicks or engagement. The marketing team wanted to repackage all of the pre-existing capabilities with this new capability as an all-new, all-inclusive SaaS platform — The Loop. This would be executed as a major launch campaign to include a visual diagram, a promotional video, and social and display ads. I was also asked to create a new brand pattern to represent “the Loop” in these and all future marketing efforts.
THE SOLUTION While I provided a few pattern concepts to discuss — some completely new, some an adaptation of existing elements — I felt the addition of another pattern would muddy the brand. Furthermore, over those months I had come to realize the secondary brand pattern (referred to as the Circle Pattern) proved to be superfluous and the intended use wasn’t practical. Ultimately, I proposed one final, slightly adapted, use of the circle pattern for this launch and then phasing it out completely. Moving forward the primary and line patterns would be the only ones in use.
Misc Logo Animations
While working with local, family-owned business in the Denver metropolitan area I was asked to create a number of quick logo animations on a small budget. These were intended for ads, social content, website applications, and branded video promotions.
Millie Branded Reels
THE PROBLEM Millie wanted to produce reels that broke down studies relevant to reproductive and maternity care in the US and covered commonly asked questions surrounding pregnancy – on a small budget.
THE SOLUTION I created a series of cohesive, branded animations in canva that also served as templates for their digital manager to drag and drop future content, images, and statistics into. I also worked with them to establish best practices for instagram reels.
Google Next 2024
Main Booth Video
AI Kiosk Video
A demo-style video that calls out and briefly walks viewers through key features in the GrowthLoop product. This was intended to run in the background on one of the booth monitors at a medium pace to accommodate both potential viewers walking by and viewers standing at the booth, waiting to chat with a sales rep.
A shorter, demo-style video that walks viewers through GrowthLoop’s AI-integrated Marve studio using product screenshots and recordings with timely and concise text descriptions. This ran behind the booth throughout the day on one of the screens in a loop. It targeted potential customers who already expressed some level of interest and provides a brief but slightly more in-depth overview of the popular GrowthLoop product.
Snowflake Summit
Digital ad
A short, animated ad that would run on screens at key junctures around the Snowflake Summit convention. We needed to grab attendees likely distracted attention, direct attendees to the GrowthLoop booth, and concisely advertise GrowthLoops capabilities to service those five top interests. As an additional restraint, each of those strategically located screens was a compilation of 4 smaller screens with ever-so-slightly visible seams - so no important information could sit on either x or y axis.
Animated product promos
Branded “sizzle” reel
THE PROBLEM GrowthLoop needed an evergreen brand promotional reel, flexible for use at any event, in any sales process, to any industry or audience. The goal was to excite customers, pique their interest to learn more about GrowthLoop’s services, and illustrate those services in broad strokes using mostly animated vector graphics with select and strategic product recordings.
THE SOLUTION The marketing team built out a short set of frames that initially mapped the story they wanted told. From there I crafted the full reel from start to finish, illustrating and designing detailed storyboard frames that paired with clear, directive write ups. We worked with an animator to bring it to motion.
Generative marketing launch series
THE PROBLEM When GrowthLoop introduced Generative Marketing, they were not only unveiling a new product or tool for customers. They were revealing the next evolution in marketing innovation and a new category into the industry. This launch also happened to occur during the early stages of the new GrowthLoop brand making its first appearances. As part of the major, multi-impact launch they needed assets that would get the word out, garner attention, and drive impressions and clicks on social. Carousels had historically performed very well in the past, in particular for detailed and more extensive content, but Linkedin unfortunately removed that capability.
THE SOLUTION The senior product marketing manager built out two scripts, one for the initial launch and one for the follow-up post launch, and I would craft, storyboard, and animate the shorts in canva. This would help us maintain the high engagement of carousels, if not improve upon it, without spending the resources on a major animation. In the first installment, Introducing Generative Marketing, I pulled style and some graphics from the sizzle reel for brand consistency and content continuity, as well as to carry that excitement into this piece. Due to the limited amount of content you can place on one screen in an animation, compared to a carousel, I divided the content for post-launch into a four-part series. This enabled us to go into adequate detail for each phase of the Generative Marketing cycle and created increased and continuous engagement on social channels.