Asana

At Asana, I was in a player/coach role, acting as both the creative lead for the advertising and launches team and the head copywriter. That means I got to work on creative strategy—but also got to roll my sleeves up and do the actual work with my team. In addition to concepting, writing, and creative directing, I also served as the liaison for our music design studio and directed our voice actors.

For the two brand campaign video ads below, I served as creative director and copywriter. (Sadly, I didn’t meet the stringent requirements to be a hand model.) We worked with the super talented folks at Thinkmojo to bring it all to life. 

I also created a messaging framework to extend the campaign into roadside out-of-home as well as contextual placements on subways and ferries.

I was also creative lead/copywriter on all of Asana’s performance ads. For the three below, I wrote all the scripts, lead a team of designers and motion designers, directed our voice actors, and partnered closely with our music studio on the original scores. All of these ads performed well above our target iROAS.

For the homepage video below, I led a team to repurpose existing footage to bring previous campaign messaging to life on our site. Fun fact: I also whipped up the music for the video, remixing stock music using stems.