Marketing Videos

Motion Design   //   Video Editing   //   Marketing

What They Are:

I was hired by multiple companies to create marketing videos aimed at driving engagement for new products and services.

My work for RIT's EMBA program caught the attention of marketing teams at Carestream and First American Education Finance, leading to additional video projects for their campaigns.

What I Did:

- Conducted multiple client meetings to understand user needs and target audience points of interest.

- Identified key messaging and impactful content that would appeal to their potential new customers.

- Created dozens of versions for multiple rounds of A/B testing to determine the most effective video.

What I Learned:

- Getting a solid grasp on the information the client's customers want and need is essential for marketing.

- Testing and iterating frequently is the most efficient way to the final, fully approved product.

- Customer engagement and perception beats personal preference every time.

Cash Reimbursement Animation

First American Education Finance

Goal:

Increase both new and current customer comprehension of First American's cash reimbursement process.

Execution:

I focused on creating a balance between visuals that speak for themselves and brief descriptions that ensure viewers are getting the necessary information.

Earlier iterations included more complex vectors, but testing showed us that simplicity was more effective in increasing comprehension after a single viewing.

Leetonia Case Study Promo

First American Education Finance

Goal:

Highlight The Leetonia school system's budget-neutral lighting upgrade that was a successful proof of concept for First American's financing plan.

Execution:

I added quick, distinct moments of animation to key terms to increase the impact of important points in the absence of a narrator.

I put extra emphasis on the monetary values that strongly indicate the success of the project.

Video Intros and Endcaps

First American Education Finance

Goal:

First American had dozens of testimonials from customers that they wanted to use as marketing material.

Execution:

I created intros and endcaps for these videos so they could be distributed and sourced back to First American.

Executive MBA Program Benefits

RIT Executive MBA

Goal:

Highlight the benefits of RIT's EMBA program through student testimonials. 

Execution:

I parsed through many statements made by current students to identify and isolate the best excerpts describing the benefits of the program. I focused on key phrases that prospective students would be looking for in a reliable program.

Adding names and faces to the quotes also adds an extra layer of reliability.

Alumni Advice: Time Management

RIT Executive MBA

Goal:

Inform new and incoming students of the importance of time management when pursuing RIT's Executive MBA program.

Execution:

I created a quick video with bold typography to stress the importance of the advice. I was able to be a bit more playful with this one since the video was targeted towards existing and incoming students specifically. 

Extremity System Delivery Promo

Carestream

Goal:

Show off how quickly and easily Carestream's Onsite 3D Extremity System can be shipped, delivered, and installed into customer facilities.

Execution:

The video is a straightforward compilation of the footage from the delivery process. I also added some motion to their previously static branding.

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