Asana analyzes the creative risks within their advertising video campaigns
Asana's Director of the Brand Marketing department, Matt Maynard, says the emotional bond is the primary source of their brand. The management system is able to do all the work. "There are certain circumstances or events which you'd like your organization to be able to connect to."
The main point of the film was helping prospective customers see Asana as a solution to resolve their problems, rather than the cause of their stress at work. It was a matter of finding creative ways to communicate the Asana logo.
"We provide an office management platform. It's not risky that the office can pose risk to the company... This is that it is essential for us to in the beginning think about ways in which even the most minor of problems on the job can be addressed," clarifies Morgan Keys Asana's Art Director, who is who is part of the team that is responsible for creating the company's brand.
Are you working on the time limit of your project? Look over the most important components of your project.
| The name of the project | "Tame Your Work Worries" | Asana |
| Participants | Matt Maynard, Head of Brand MarketingMorgan Keys Creative Director Brand Creative Director of Brand Creative Director |
| The Objectives of the Campaign | The Asana team was required to create its own strategy for marketing that capitalized on the brand's starting point, and boosted the perception of Asana's brand. "Tame Your Work Worries" was a video-based short campaign that was designed to assist potential buyers in understanding Asana as a means of controlling the work you do. The idea was presented as having the power to manage the Saturday Scaries with the help of images of the stress of work as tiny CG beings which cause chaos at home, office or public areas. |
| Goals |
Brand recognition will increase, as will their accessibility to products to people. 1. Assemble Asana with the category's primary entry point
Design a professional video marketing campaign that looked affluent and likable |
| Resource |
Asana maintained their own creative team to a minimal and focusing on together alongside Omelet the Los Angeles marketing agency, Omelet to be part of their process of establishing as well as implementing.
The creative team collaborated together with a production company located in Toronto named Skin and Bones for the creation of realistic visual effects. The team also worked with French video effects business, Mathematic to render 3D models and help create CG animals to life. Asana further used their own management system for projects that have additional integrations to ensure that the project is efficient, organized and organized. |
| Key lessons |
Effective communication is essential.
* Ensure that you are taking calculated risk with an open mind • Provide clarity in order to facilitate efficient collaboration |
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