wework: product Storytelling
Role: Creative Director / Brand Strategist / Messaging Lead
Deliverables: Product Positioning Framework, Feature Explaners, Cross-Platform Video Assets
WeWork had a problem: audiences only knew about the company through the headlines associated with its former founder and its previous corporate drama, but they knew nothing about its actual products. During my time as Associate Creative Director and Creative Director, I spearheaded a series of projects to change that. Before any creative execution could begin, I did extensive strategic work in partnership with our product marketing team, nailing down our product’s names and architecture and defining their unique features and benefits. Once this was established, I worked with my team of art directors, copywriters, video editors, and a production agency to create a new suite of product videos. The direction was simple: clearly communicate the benefits of WeWork’s products while capturing the magic of our brand. The result was a new tone and style that scaled across all of our product storytelling.
Explainer Videos
Direct, yet conversational, explainer videos quickly shared the value proposition of our products. Shot and produced during COVID, many of the videos also had to include visuals and language that highlighted WeWork’s health and safety standards at the time. As the lead on these projects, I oversaw the narratives and scripts, directed the shot lists and storyboards, and oversaw the editing.
An overview video that provides a high-level introduction to WeWork’s universal benefits and its wide array of products for different office needs.
Office Suites was a new offering that was unique to WeWork’s standard private offices. Although our sales teams were selling this offering to larger companies, there was officially no standardized language or narrative around its features. The strategic upfront work and this video helped change that.
As companies shifted to hybrid work, WeWork saw an opportunity to use technology to help companies be more flexible about their workspace. WeWork Workplace was a space optimization tool that helped employees and managers could get the most out of their WeWork space. As a new product, I helped with the launch of the product, developing a series of sales materials, marketing assets, a new product page, and this video to help tell this tech-focused story.
Animated product ads
Coming off of WeWork’s brand refresh, the marketing team needed a new set of consideration ads to educate customer’s on WeWork’s different products and offerings. As Creative Director, I saw this as an opportunity to leverage our new set of illustrated assets by creating a suite of animated ads. Unlike our standard videos that use traditional footage of office spaces, the illustrations effectively brought to life the more abstract value of WeWork’s products—such as, flexibility, cost savings, scale, and convenience. I oversaw every step of development, from briefing to scripts, visual storyboards, editing, and motion graphics.
Even though the ads had an air of whimsy, they touched on WeWork’s hard-hitting benefits and the narratives were built on actual customer stories—showcasing real pain points and reasons to believe. The result was colorful, direct, and eye-catching ads that educated audiences, rounded out our full-funnel journey, and yielded higher engagement in comparison to our more traditional videos.
WeWork All Access video that touched on the pain point of workers wanting a reliable alternative to working from home.
The private office video spoke directly to small business owners and startup founders who want a turnkey office solution.
Targeting freelancers mobile workers, the WeWork On Demand video emphasized flexibility, optionality, and its pay-as-you-go model.