When a new brand tagline was introduced, I was asked to create a short video that would bring it to life. The ask came with minimal guidance—just a request to produce something that would feel meaningful to both internal teams and clients. With no creative brief or assets to start from, I had to move quickly from concept to execution while maintaining a professional tone that aligned with the company’s global image.
The Brand Tagline Challenge
The biggest challenge was translating a single line of brand tagline text into a multi-purpose piece of content. It had to work across different regions, cultures, and business units. It also needed to function as both an internal rallying piece and an external brand statement.
There were no existing visuals, no prior campaign materials, and the timeline was tight. With only a few days to turn it around, I had to choose the voiceover tone, and craft the visual language—all while ensuring it felt cohesive with the company’s evolving identity.
My goal was to avoid cliché corporate visuals and instead deliver something that captured the human side of the business: relationships, outcomes, and real-world moments.
Creative Process & Tools
Once the tone of the script was locked in, I selected a voiceover artist who could deliver with just the right blend of warmth and confidence.
For visuals, I curated a range of stock footage clips that emphasized people, process, and real-world interaction. To tie it all together, I layered motion graphics that subtly reinforced key phrases and transitions without overwhelming the message.
I handled every part of the project—voiceover direction, video editing, and motion graphics—using Adobe Premiere Pro and After Effects. With limited time, I built a simple asset pipeline that let me preview VO against temp visuals, then lock down transitions and animation without backtracking.
Once the messaging direction was finalized, I was brought in to lead the full visual execution of the project. I directed the voiceover production to match the intended tone and selected stock footage that reflected the company’s global presence and human-first approach. Every transition, every clip, and every animation was chosen to reinforce the core message without overcomplicating it. The real challenge was keeping the visuals simple yet meaningful—balancing motion graphics with real-world imagery in a way that felt polished, cohesive, and universally resonant. With a tight timeline and high visibility, there wasn’t much room for second passes, so clarity and decisiveness were key throughout the process.
This kind of lean production is something I’ve grown comfortable with over the years, especially when projects have high visibility but low runway. The key is knowing what matters most—and cutting everything else.
Results & Reaction
The finished video ran 90 seconds and was shared through internal newsletters, team meetings, and client presentations. It generated over 2,000 views in the first few months and maintained a viewer retention rate of over 50%, which is solid performance for internal content.
I received positive feedback from leaders across departments who appreciated how the message came through clearly without sounding too “corporate.” For a project with no assets and a short deadline, it became a useful touchpoint across multiple regions and teams.
Closing Thoughts
This project was a reminder that great creative doesn’t always start with a full brief or budget. Sometimes, it’s about using the tools you have, trusting your instinct, and crafting something with intent.
If you’re developing a new brand message—or trying to make your existing one connect better—video is still one of the most effective ways to bridge the gap between strategy and emotion.
Want help building something like this? Let’s talk.
