Asana Discusses the Creative Risks In Its Video Marketing Campaigns
Asana's Director of Brand Marketing, Matt Maynard, says that relatable feeling is a category entry point for their brand, where their Work Management platform will do the heavy lifting. "There are certain situations or events you'd like your brand to be associated with."
But the key element in this video campaign was to make future purchasers to see Asana as a solution, not as the cause of their workplace worries. This meant taking some innovative chances in their way of presenting the Asana brand.
"We operate as a workplace management platform. Work is not the enemy to our company... so it was vital for us early on that we thought about how these little work worries can be addressed," clarifies Morgan Keys as Asana's Art Director. the creative team behind the brand.
Short on time? Find out the key lessons of this research.
| Name of the project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director, Brand Creative |
| Campaign objectives |
The Asana team was looking for a strategy that would leverage a category entry point as well as increased the availability of the brand's message.
"Tame Your Work Worries" is a short video designed to help future buyers connect Asana as a way to control your work. This campaign would present the idea as the taming of anxiety-related Sunday Scaries with representations of stress as tiny CG creatures that create chaos at work, home or public spaces. |
| Goals |
Brand recognition will increase and increase mental accessibility
* Assist Asana with the key category entry place • Create a complicated video that was relatable and relatable |
| Resources |
Asana kept their internal creative team to a minimum and lean towards collaborating with Omelet, a Los Angeles marketing agency, Omelet, to flesh out and develop the concept.
The creative team worked closely with a Toronto-based production company named Skin and Bones in order to develop realistic visual effects, as well as the French video effects company, Mathematic, to render 3-D models, and assist in bringing the CG creatures to life. Asana utilized their own management system for projects along with integrations to ensure that the project is transparent well-organized, efficient, and effective. |
| The most important lessons |
The ability to communicate is vital.
* Make sure you are taking calculated risk with creativity * Create clarity for efficient collaboration |