video: journey starts with you
with a new COO leading the charge, I was tasked with building on the original brand video (see project 'Growth Is') by iterating on the concept of growth and how employees can take action.
the ask: provide the new COO with concepts that capture the core belief: growth doesn't happen without every individual.
the challenge: with limited direction, i needed to pinpoint a fresh, meaningful angle to expand on the original brand video story, crafting a narrative that was both universally relatable across 23k+ employees and inspiring, no matter which area of the business someone works in.
the solution: created a concept after brainstorming--what do 23k employees have in common? well, they all get up in the morning and make the choice to take action. this is where the "push button start" concept came into play as a metaphor that we don't know what's on the other side of choosing to move. the final product, a dynamic and inspiring video, was unveiled at an annual leadership meeting and sparked pride and excitement amongst the team.
