Campaigns
Here are two campaigns that I was very happy to take the lead on. Everything you see below was conceptualized and executed by me.
Aqua-Lab Live
The company was launching the new iteration of their industry leading Aqua-Lab system. The Aqua-Lab never had a brand before so I was able to develop a brand for it through this process. These four videos all led up to the roughly 15 minute digital event which I ran on YouTube LIVE. While I worked on the teaser campaign and digital event, I also oversaw the social graphics, digital/print ads, and email blasts to ensure brand consistency through all channels.
In this first teaser the goal was to show the evolution of the Aqua-Lab system over the years, and announce that the new iteration would be launching in 2021.
In the second teaser I chose to play with the new technology within the system, these led backlit numbers had never been seen before, and I used them to tease the digital event date and also get customer engagement on our posts.
In the third teaser we officially announce the live digital event. The purpose of this teaser was to build excitement and intrigue for the new system by connecting on a human level. I chose to show employees from every part of the company getting excited for the product, as opposed to just the sales team, and chose very specific words we wanted to be associated with the new Aqua-Lab.
In the final teaser I had to goals. One was to finally show the product for the first time without totally giving it away. Everything on this system was completely redesigned so we were able to create intrigue and mystery around what it looked like. The second goal was to show how beautifully designed the product was.
And finally we come to the digital event, Aqua-Lab LIVE. This is where I pulled the curtain back on everything about the new system. For this digital event I created the brand, wrote the entirety of the script, made the storyboards, filmed and directed both the CEO and myself, created all of the visuals and animations, edited all of it together, and ran the event on YouTube LIVE.
After the event I also chose to pull the launch trailer out of the event and post it to all of our channels as a separate video.
"Pump It Up" Promotion
The company was doing a limited promotion on their new pumps. They wanted to go off brand and go with a fun theme to make this promotion stand out in comparison to our other content. The goal was to get noticed and have a memorable theme. I ended up going with a retro techno 80's theme, with "Pump It Up" being the name of the campaign.
I started by creating the "Pump It Up" logo that we could use on all of the content for the campaign. I made two versions, one with the pump for use on content with no pump photo, and one without the pump for use on content with a pump photo.
I then worked on creating the rest of the theme, with the floor grid in the background, the grain overlay, and the outer glow.
To tease the campaign I organized and shot this photo of the pump assembly team on top of the pumps we had already received. We hadn't received most of them and I thought it looked to empty so I filled the warehouse my self in Photoshop.
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I wanted to kick off the campaign with a video so I created this promotion announcement. In this video I used a lot of different effects to create the look of an old, worn down TV screen, and coupled it with a synth-wave music track for the background music. I made the animations simple and choppy, and I cut the video to a 4:3 aspect ratio to finish the effect.
Over the next few weeks I created a few variants of a social posts to continue pushing the campaign until we sold through the pumps. These graphics were also resized and repurposed for email blasts.
