I've art directed numerous original photo shoots and worked with many talented people to produce wonderful stills and videos. Here is is a sampling from a few of those shoots.
ROLE Art director for video and stills photography.
Early in the creative process, this tool helps establish photography direction for stakeholder buy-in. As a starting point for conversation, mood boards also inspire photographers.
Working with James Chiang and team is always a delight! I showed him the previous moodboard – we shot stills and video to reflect collaborative business lifestyle.
ROLE Art director
UX/DESIGN CHALLENGE How to maximize the shoot and extend or stretch the shots to have better use for global licensing.
SOLUTION The concept used full frame stills that contained small vignettes we could use as close ups to extend the library. Working with real-people talent we were able to extend the budget and shoot over 2 weeks in 6 locations for a broader range of scenarios.
RESULTS With a baseline of 40 final images, each image contained at least 2 vignettes and extended the breadth of the original stock image library.
The final video in a series of "Two Minute Takes", an SVP blends the personal with the professional – showing how Cisco Spark improves team collaboration across time zones and continents.
ROLE I worked with an internal crew as creative director for visual style, pacing, audio, and editing.
UX/DESIGN CHALLENGES With tight timing, we had to be spot on and get it on the first take. Because we didn’t work with an actor, the script was intentionally loose and open ended.
SOLUTION We uncovered some older footage of our exec playing a video game he had created, and also pursuing his passion for sports. This zest for life became central to the narrative we crafted.
RESULTS We embedded and tested several videos in landing pages where conversion rates saw improvements of up to +12%. They videos were promoted over social channels and created positive sentiment for WebEx and Spark.
CureSeq is a biotech startup that uses tumor sequencing to identify specific cancers. Physicians use WebEx to streamline their process and extend their reach. This user study/documentary was part of an integrated campaign to capture a vertical opportunity.
ROLE Design, brand, editing and audio review, and agency liaison.
UX/DESIGN CHALLENGES We had to find a way to focus on the CureSeq story but have WebEx baked in.
SOLUTION We interviewed a number of employees and doctors for this piece and were able to explain the value of the important work being done and how WebEx is integral to that process.
RESULTS This high quality click-to-play video testimonial was embedded in landing pages targeting healthcare. The video was watched all the way through 67% of the time and helped increase conversion rates by 9%.