Asana discusses the creative risks Its Video Marketing Campaigns Its Video Advertising Campaigns
Asana's Director of Brand Marketing, Matt Maynard, affirms that a feeling of relatability is an entry point into a particular category to their brand. This is where their Work Management platform will do the heavy lifting. "There are some specific scenarios or occasions you'd like your brand to be associated with."
However, the main goal of this campaign video was to make future purchasers to see Asana as an option to solve their problems rather than the source of their worries at work. It was a matter of taking some daring opportunities in the way they communicating the Asana brand.
"We are a workplace management system. Work is not the enemy for our business... that's why it was essential for us early on to consider how these small work-related issues could be resolved," clarifies Morgan Keys as the Asana's art director. the creative team behind the Asana brand.
Do you have a short time? Find out the key conclusions of this study.
| Name of the project | "Tame Your Work Worries" | Asana |
| Participants | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director, Brand Creative |
| Campaign objectives |
The Asana team was looking for a strategy that would utilize a brand's category as an entry point and made it easier to share its brand's messages.
"Tame Your Work Worries" is a video that was created to assist buyers in connecting with Asana as a way to take control of your job. The campaign will describe the concept as the taming of anxiety-related Sunday Scaries with representations of anxiety as small CG creatures that create chaos in your home, office or even in public places. |
| Goals |
Recognition of brand names will rise as well as increase accessibility to the mind
* Assist Asana by assisting the location of the entry for category. * Create a complicated video that was relatable and relatable |
| Resources |
Asana has kept their in-house creative team to a minimum and leaned towards working with Omelet the Los Angeles marketing agency, Omelet, to flesh out and develop the idea.
The team behind the creative process collaborated closely with Toronto-based production firm called Skin and Bones for the purpose of creating realistic visual effects. As along with the French video effects business, Mathematic, for rendering 3-D models and assist in bringing the CG creatures to life. Asana used their own management system for projects and integrated systems for ensuring that projects are efficiently run, well-organized and efficient. |
| The most crucial lessons |
The ability to communicate is vital.
* Ensure that you are taking calculated risk with creativity * Create clarity for efficient collaboration |
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