Asana discusses creative Risks for its video campaigns
Asana's Head of Marketing and Brand Marketing, Matt Maynard, states that the relatable experience is a category entry point for their brand. This is where the platform for managing work can take on the burden. "There are certain scenarios or moments you want your brand to have a connection with."
But the key element of this campaign video was helping future customers associate Asana as the solution and not the source of their work worries. It meant taking a few creative chances in their way of presenting the Asana brand.
"We operate as a workplace management platform. The workplace isn't a threat to our company... therefore it was really important for us to start early and ensure to think about how these little work worries could be solved," clarifies Morgan Keys as Asana's Art Director. the brand creative team.
Do you have a short time? Read on for key takeaways of this research.
| Project name | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys, Art Director Brand Creative |
| Objectives of the campaign |
The Asana team wanted a campaign which leveraged the category's entry point, and increased the availability of the brand's message.
"Tame Your Work Worries" is a short video designed to help future buyers identify Asana with having control over your work. This campaign would present the idea as the taming of fears of Sunday Scaries with representations of stress as tiny CG creatures that create chaos at work, home or public spaces. |
| Goals |
• Increase brand recognition and increase mental accessibility
* Assist Asana with a key category entry point • Create a complicated video campaign that was relevant and likable |
| Resources |
Asana retained their in-house creative team small and leaned towards collaborating with a Los Angeles marketing agency, Omelet for the development and execute the video's concept.
The creative team worked closely with a Toronto-based production company named Skin and Bones in order to develop realistic visual effects, as well as the French video effects company, Mathematic, to render 3-D models and help bring the CG creatures to life. Asana utilized their own project management software, alongside integrations, to keep the project transparent well-organized, efficient, and effective. |
| Key takeaways |
The ability to communicate is vital.
* Be prepared to take calculated risks with your creativity. * Create clarity for efficient collaboration |