Asana Talks Creative Risks for its video campaigns
Asana's Director of brand Marketing, Matt Maynard, affirms that relatable feelings are an entry point into a category for their brand. This is where the platform for managing work can take on the burden. "There are certain scenarios or events you'd like your brand to be associated with."
However, the sticky point in the video was to make future purchasers identify Asana as the solution and not as the cause of their work worries. It meant taking a few creative chances in their way of presenting the Asana brand.
"We operate as a workplace management platform. The workplace isn't a threat for our company... therefore it was really important for us to start early and ensure that we thought about how these little work worries would work," clarifies Morgan Keys as Asana's Art Director. the creative team of the brand.
Short on time? Read on for key takeaways of this research.
| Name of the project | "Tame Your Work Worries" | Asana |
| Stakeholders | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| Objectives of the campaign |
The Asana team wanted a campaign that leveraged a category entry point, and increased the availability of the brand's message.
"Tame Your Work Worries" was a video campaign intended to encourage buyers in the future to identify Asana as a way to control your work. The idea behind the campaign was to frame this concept as taming fears of Sunday Scaries with representations of stress as tiny CG monsters creating havoc in various home, work or public spaces. |
| Goals |
Brand recognition will increase and availability to the public
* Assist Asana with the key category entry place Create a sophisticated video marketing campaign that was affluent and relatable |
| Resources |
Asana kept their internal group of creatives small, and they leaned into collaborating closely with Omelet, a Los Angeles marketing agency, Omelet in order to develop and execute the video's concept.
The mixed creative team also was in close contact with a Toronto-based film production firm called Skin and Bones in order to develop realistic visual effects, as well as an French Visual Effects Studio Mathematic, to render 3-D models as well as help bring CG creatures to life. Asana also used their own project management software, alongside integrations, to ensure that the project is transparent well-organized, efficient, and effective. |
| Principal lessons |
* Mental availability is crucial.
* Make sure you are taking calculated risk with creativity * Ensure clarity and efficiency collaboration |