Asana Discusses the Creative Risks in its Video Campaigns
Asana's Director of Brand Marketing, Matt Maynard, says that a relatable experience can be a gateway into an area of focus for their company, and where their software for managing work can do all the heavy lifting. "There are specific situations or occasions you'd like your brand to associate with."
The main goal of this video campaign was to make future purchasers associate Asana for its solutions, and not a cause for their workplace problems. This meant taking some innovative chances in their presentation of the Asana business.
"We operate as a workplace management system. The workplace isn't a threat for us... therefore it was important for us to start early and ensure that we considered what these tiny work concerns could be resolved," clarifies Morgan Keys the Art Director of Asana. The creative team behind the brand.
Do you have a short time? Learn the most important insights from this program.
| Name of project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys, Art Director Brand Creative |
| Objectives of the campaign |
The Asana team required an effective marketing plan that capitalized on the categories' entry point and enhanced the brand's perceived accessibility.
"Tame Your Work Worries" was a campaign on video that was designed to convince consumers to recognize Asana that allows you to take control of your work. The goal of the campaign was to present this idea as the taming of anxiety about Sunday Scaries by presenting stress at work in tiny CG monsters that create chaos within various work, home or public spaces. |
| Goals |
Brand recognition will increase and availability to the public
* Assist Asana by assisting the key entry point for this category. * Create a complicated video campaign that was both relevant and accessible |
| Resource |
Asana made sure to keep their creative team to an absolute minimum. They also lean toward working with a Los Angeles marketing agency, Omelet for the purpose of fleshing out the idea and further develop it.
The creative team worked closely with a Toronto-based production company called Skin and Bones to create practical visual effects and the French video effects business Mathematic which renders 3-D models and help bring CG creatures to life. Asana employed their own management system for project management, as well as integrations to help ensure that the project is well-organized efficient, effective, and reliable. |
| Key lessons |
The mental availability of a person is vital.
* Ensure that you are taking calculated risks with your creativity * Increase clarity and efficiency through collaboration |
This post was first seen on here