Asana Talks Creative Risks for its marketing videos
Asana's Director for Brand Marketing Matt Maynard, affirms that emotions that are relatable can be an entrance point to an area of the company. The system for managing work could be able to take the burden. "There are certain scenarios or occasions you'd like your company to participate in."
The main goal of the video was to assist future customers identify Asana as the answer instead of the root of their problems at work. So they decided to take some chances with their way of showing the Asana brand.
"We are a workplace management platform. The workplace isn't a threat for our company... consequently it was crucial for us to begin in the early stages and be sure that we considered the ways the small issues can be addressed," clarifies Morgan Keys Asana's Art Director. The creative team behind the company.
Are you short on time? Find out the key conclusions are from this research.
| The title of the project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| Goals of the campaign | The Asana team required a plan using a category's entry point as well as increased accessibility of the message. "Tame Your Work Worries" was a campaign in video format that aimed for consumers to be prompted to recognize Asana as a way to control your work. The goal of the campaign was to present the idea of conquering fears of Sunday Scaries through presenting stress in the form of miniature CG monsters creating havoc within the home, workplace or public spaces. |
| Goals |
The brand's recognition will improve and availability to customers will increase.
* Assist Asana by holding the primary location for entering the competition. Develop a sophisticated, video-based marketing campaign that seemed affluent and accessible |
| Resource |
Asana kept their artist group that was small, and they hoped to collaborate closely with Omelet, a Los Angeles marketing agency, Omelet to help to develop and design the idea for the video.
The group's creative team had close connections with a Toronto-based film production company called Skin and Bones to develop real-looking visual effects. They also worked with a French Visual Effects Studio Mathematic that renders 3D models. It also helps to bring CG animals to life. Asana used their own program to manage projects, as well as integrations to ensure the management of projects is efficient, clear and effectively organized, and productive. |
| Principal lessons |
The importance of mental alertness is paramount.
* Ensure that you're taking calculated risks by combining creativity with risk * Make sure there is clarity and effectiveness collaboration |
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