Asana

Marketing campaign

✿Role
Art Director
Designer

✿Partner
Ross Viator
Nat Leonoudakis
Kofa Boyah

The creative team was tasked with developing a thumb-stopping video that highlights how team leads can use Asana to orchestrate work. For this exercise, we created two different videos, each starting with a distinctive hero scene, followed by the same product narrative. And then, we applied the video concept into different media channels as well. This will allow us to test which video intro captures the audience's attention more effectively.

Package 1

We use multiplying bouncing balls to represent an overwhelming workload. Asana helps you organize everything, enabling teams to make real progress.

Collaborate with an animator to create the 3D model, ensuring that the pacing and timing deliver maximum impact in the intro shot.

Social media

The bouncing ball concept is adapted for different social media channels while maintaining the core idea, tailored to each platform's specific requirements.

Package 2

To create a more distinctive test, we humanize our message by using emotive, people-focused footage for the intro. This approach captures a celebratory moment when someone is stress-free at work. We collaborated with a real Asana user, filming her dancing in her own home.

Social media

We added different visual elements and custom iconography throughout the journey as a playful integration of product demonstration and benefit.

Result

The package 2 video is the highest-performing YouTube video for 6 months in a row with a top CPiHVS of $44.13 (+133% avg).

Asana

Marketing campaign

Let’s connect - hazelwyw@gmail.com

Let’s connect -
hazelwyw@gmail.com