A familiar day for a creative team
Artwork Flow covers brand asset management, creative workflows and proofing. Those capabilities needed a story that made sense quickly to a viewer encountering the product. Soaham chose the daily pressure on a creative team: requests arriving through different channels, all competing for attention, with the work becoming harder to keep in order.
Show the workflow through the problem
The animated explainer dramatized World Sweatpants Day as requests flooded in. It then introduced the Artwork Flow workflow: store, organize, search and automate. The product entered the story as the way to resolve the situation the audience had just watched, giving the feature sequence a specific problem to answer.
Keep the explanation short and connected
Soaham designed the piece for the top and middle of the buying journey. The aim was to explain why a specialized creative operations tool mattered in less than 90 seconds. The opening and resolution belonged to the same team and the same workload, so the product explanation could follow the story already in progress.
The reported campaign results
His portfolio reports a 6.2% conversion rate, 360 leads and $560K in pipeline for the explainer. It also lists a 44% hook rate, 37% hold rate and 64% retention. The asset is identified as a flagship animated product explainer. These are the reported results for that individual piece of video work.
