Asana Examines the Creative Risks in its Video Campaigns
In Asana's role as Director of Brand Marketing, Matt Maynard, believes that having a memorable experience could be an entry point into an area of focus for the company and the software they use that manages work could perform all the work. "There are certain instances or situations which you'd like your brand's image to connect with."
The goal of this video campaign was to make future purchasers think of Asana for its solutions, rather than a reason for their workplace problems. This meant taking some innovative chances in their presentation of the Asana business.
"We operate as the workplace management system. The workplace isn't a threat to us... therefore it was essential for us to start early and ensure that we took into consideration how the smallest work concerns could be resolved," clarifies Morgan Keys the Art Director of Asana. The team that created the brand.
Do you have only a little duration? Learn the most important insights from this presentation.
| Name of project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys, Artist Director Brand Creative |
| The objectives of the campaign | The Asana team was in need of a marketing strategy that capitalized on the categories' entrance point, and boosted the brand's perceived accessibility. "Tame Your Work Worries" was a campaign on video which was created to get people to appreciate Asana as a way to be in control of your work. The purpose of the campaign was to promote the idea of calming of stress over Sunday Scaries through presenting the stress of work in small CG monsters that create chaos within various work and home spaces, as well as public ones. |
| Goals |
Recognition of the brand will improve and availability to the public
* Assist Asana in assisting with the key entry point for this class. * Make a difficult video campaign that was both useful and easily accessible |
| Resource |
Asana ensured that they kept their creative team to an absolute minimum. The company also plans to collaborate with a Los Angeles marketing agency, Omelet, with the intention of expanding the concept and developing it further.
The team of creatives worked together with a Toronto-based production firm called Skin and Bones to develop real-world visual effects. They also worked with the French video effects company Mathematic that renders 3D models to help bring CG characters to life. Asana employed their own management system for managing projects, and also integrations to make sure that the project is well-organized efficient secure, efficient, and effective. |
| Key lessons |
The mental availability for a person is crucial.
* Ensure that you are taking calculated risks with your creative abilities * Improve efficiency and clarity by working together |
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