Asana focuses on its Creative Risks in its Video Campaigns
Asana is the Director of Brand Marketing, Matt Maynard, believes that creating a memorable experience can be an entry point into the area of interest for the business as well as the program they employ which manages the work process could do everything. "There are certain situations or scenarios that you'd like the image of your company to resonate with."
The objective of this campaign was to help the future buyers consider Asana as a solution instead of a cause for their work-related issues. This required taking some daring risks in their approach to Asana's Asana business.
"We are a workplace management system. The workplace isn't a threat for our employees... consequently it was essential to begin in the early hours and ensure that we thought about what the most minor issues could be resolved," clarifies Morgan Keys the Director of Art for Asana. The team that created the brand.
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| Name of project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys, Artist Director Brand Creative |
| The goals for the campaign | The Asana team was in need of a strategy for marketing that capitalized on the categories opening point. It also increased the perceived reach of the brand. "Tame Your Work Worries" was a campaign on video developed to help individuals to recognize Asana as a method to be in control of your job. The aim of the campaign was to encourage the idea of calming of anxiety over the Sunday Scaries through presenting the stress of work as small CG monsters which cause chaos in various workplace and personal spaces including public spaces. |
| Goals |
Brand recognition will improve and availability to the public * Assist Asana in helping with the key access point to the class.
* Make a difficult video campaign that could be both useful and easily accessible |
| Resource |
Asana ensured that they kept the creative staff as low as possible. Asana also plans to collaborate with Omelet, a Los Angeles marketing agency, Omelet, with the intention to expand the idea and developing it further.
The team of creatives collaborated with a Toronto-based production company called Skin and Bones in the creation of real-world visual effects. They also worked with the French video effects firm Mathematic that renders 3D models to help create CG character models to life. Asana used their own system of management for managing projects. They also use integrations to ensure that the project is organized, reliable, secure and productive. |
| Key lessons |
The mental availability for the person's mental health is essential.
Make sure you're taking calculated risks with your creativity Increase efficiency and improve clarity through collaboration |
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