Asana talks about the risks of creativity its video marketing campaigns. Video Advertising Campaigns
Asana's Director of Brand Marketing, Matt Maynard, states that the sense of likability can be the first step into an area of interest to their company. This is the place where they're Work Management platform will do the heavy lifting. "There are some specific scenarios or events that you'd like your company to have a connection with."
The main objective of the campaign was to make future purchasers to see Asana as an alternative for solving their problems, instead of being the reason for the stress at work. The goal was making some bold choices with regards to how they communicated the Asana brand.
"We operate a workplace management system. It's not about work. for our business... which is why it was essential for us to begin early and look at how the small work-related issues could be resolved," clarifies Morgan Keys as Asana's Art Director. The creative team behind the Asana brand.
Are you in a hurry? period of time? Discover the major results of this study.
| The name of 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 the category of a brand as an entry point and made it easier to share its brand's messages. "Tame Your Work Worries" is a film designed to aid buyers in communicating with Asana as a way to manage your work. The video will explain the concept as the taming of the anxiety-inducing Sunday Scaries through representations of anxiety in miniature CG beings that can cause chaos in your house, office or even in public places. |
| Goals |
Recognition of brand names will rise as well as increasing accessibility to mind
* Assist Asana by assisting in the placement of the entry for category. * Create a difficult video that could be viewed as relatable, and relatable |
| Resources |
Asana is keeping their internal creative team to the minimum, and has been leaning towards collaboration in conjunction with Omelet their Los Angeles marketing agency, Omelet Omelet, to flesh out and develop ideas.
The team behind the creative process collaborated closely with Toronto-based production firm called Skin and Bones in order to produce realistic visual effects. Along with the French video effects firm, Mathematic, for rendering 3-D models and assist in bringing the CG animals to life. Asana used their own management system for projects as well as integrated systems to helping ensure that projects are well managed, organized and effective. |
| Most important lessons |
Communication skills are vital.
* Ensure that you are making calculated risks and using your the use of your imagination * Create clarity for efficient collaboration |
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