Asana discusses creative Risks for its video campaigns
Asana's Head of Brand Marketing, Matt Maynard, says that relatable feeling is the primary point of entry to their brand. their work management platform can perform the bulk lifting. "There are certain situations or events you'd like your brand to have a connection with."
The key point in the video was helping future customers to see Asana as a solution, not the source of their work worries. That meant taking some creative chances in their way of presenting the Asana brand.
"We operate as a workplace management platform. The workplace isn't a threat to us... that's why it was vital for us early on to think about what these tiny work concerns can be addressed," clarifies Morgan Keys, Asana's Art Director for the creative team of the brand.
Short on time? Check out these key points from this project.
| 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 needed a marketing strategy which leveraged the category's entry point, and improved the brand's mental availability.
"Tame Your Work Worries" was a video campaign intended to help future buyers identify Asana with having control over your work. This campaign would present the concept as taming the Sunday Scaries with representations of anxiety at work as tiny CG creatures that create chaos at work, home or public spaces. |
| Goals |
Brand recognition will increase and mental availability
* Associate Asana with the category's key entry place Create a sophisticated video marketing campaign that was affluent and likable |
| Resources |
Asana kept their internal creative team to a minimum and lean to working closely with a Los Angeles marketing agency, Omelet for the development and implement the idea.
The creative team worked closely with a Toronto-based production company called Skin and Bones in order to develop practical visual effects and the French video effects company, Mathematic to render 3D models, and assist in bringing the CG creatures to life. Asana additionally utilized their own management system for projects in conjunction with other integrations, in order to make the project clear efficiently, organised, and organized. |
| Key lessons |
The ability to communicate is vital.
* Make sure you are taking calculated risk with creativity * Provide clarity to facilitate efficient collaboration |