1 piece of hero content produced from scatch using only archival & stock footage

Played critical role in developing AspireIQ's new visual identity & Launch of Brand Refresh

I had recently been transferred to the marketing department at AspireIQ while the company was evolving its value proposition, shifting from an influencer-centric approach to a community-centric approach.

After production for a piece of community-centric hero content was cancelled I was tasked with using existing footage to produce a new piece of content that would satisfy the same narrative. The challenge was that the existing footage was filmed months prior with no intention to be used as our principal community-centric content.
I collaborated with our content marketing team to develop a comprehensive understanding of our company’s new direction and content goals and was able to develop a completely new piece of hero content from scratch using the archive of existing footage. I iterated with our in-house creative & brand team to simultaneously develop a new visual identity for AspireIQ that echoed the themes of the company’s new community narrative. We ended up with a final cut that everyone from marketing to leadership felt had exceeded the original content goals.

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