Think Outside the Quota

Creating a New Form of Content

I led and worked closely with my copy and content team to create a concept around the problem at hand: Creating a short form film series devoted to reminding business leaders that hard times, humble beginnings, and personal stories are what create success.

I developed the art direction based on the Sales Cloud product, along with my own personal touch of illustration and animation that brought the hand made brand styles more to life. Then we jumped head first into production, editing and adjusting on the fly as new objectives and motives would come flooding in from up on high.

I made sure to stick close to the executive teams by sharing early and often throughout the process. As leadership goals would shift, we would adjust on the ground just as quickly, being in lock-step and having a solid system in place kept this bullet train moving and on track.

THE PROBLEM

Quickly approaching deadlines, an ever-changing brief, and limited super stars available on short notice. We needed to create an 8 episode, easily digestible, and quick watch show that identifies what building success looks like from humble beginnings.

THE BRIEF

Targeting the CRO and C-Suite level execs, identify topics that are relevant and meaningful through times where the world is changing faster than most businesses can keep up with. Helping people remember that success can be built from being resourceful and having focused goals and objectives.

INSIGHTS & LEARNINGS

Flexibility is key across the board. When moving fast, your first idea is usually the best way forward. Overstaffing, does not mean a quicker production. Clear communication is key when it’s all changing at a moments notice. Outline clear roles and expectations to team members working on the project and those that are keeping everything else moving. This will always set me and my team up for success in the long run.

RESULTS

Pushed the internal capabilities of the Salesforce film and motion teams to include frame animation.
Highest viewing ratings in the shortest amount of time. Over 300K engaged viewers (745K to be more exact) with longer than 1 minute of watch time within 3 months of launch and they watched more than one episode.
50% of engaged viewers became engaged leads
Millions in revenue generated