Stuck in the 90’s
PROBLEMSTACK has a large SMB prospect audience that is resistant to change. We wanted to target estimators still working from paper plans or outdated desktop takeoff software.
StrategyBuild a video-led sales campaign that gives STACK a distinct personality and cuts through the clutter with humor. I led through delegation, assigning clear ownership of design, copy, and video production and mentoring the team along the way.
ExecutionI helped guide our lead designer, copywriter, and contract video crew through AI-assisted storyboarding and final concepting. I stayed hands-on through a full-scale, on-site shoot, edit rounds, and a rollout across paid media, email, social, and the web.
ResultsThe campaign launched as one system across video, paid media, web, email, social, and display. Sales used the video in outreach and demos, generating leads that turned into sales. STACK rehired the contract video team for future projects.
SummarySTACK's Stuck in the 90's campaign is a sales-led video and integrated campaign. As creative director, I helped manage and guide our lead designer, copywriter, and a contract video team from concepting through final campaign deliverables. Leadership's brief called for a video with personality and humor, aimed at a large SMB audience that uses outdated software and resists change. In brainstorming with my designer and copywriter, I defined the core character: Bob, a Director of Estimating stuck in the 90s. His calculator, paper plans, and fax machine became the visual premise.
The team used AI to storyboard and concept visuals. We presented the idea to leadership and aligned the approved messaging direction with the sales team. Next, we compared several video production vendors. The selected team led casting, shot selection, location scouting, props, and wardrobe, aligning with us for approval along the way.
On shoot day, I gave ownership to our lead designer on her first vendor-led shoot and coached her through it. I helped approve takes and gave feedback when needed.
In post-production, I combined feedback from our design and copy teams and pushed the vendor to tighten pacing and story structure. While I signed off on every final cut, the team collaborated on art direction for the remaining assets. I led feedback rounds as they built the landing page, emails, social graphics, display ads, and paid-media cuts. Since sales had been aligned from the start (and several members even made cameos in the video), they put it to work right away in outreach and demos, turning new leads into sales.
