Drift · Conversational AI · Product Marketing
CONVERSATIONAL
AI.
Turning an always-on AI product into a human workplace story designed to explain value fast—and move viewers toward sales.
▶ Watch the finished film01 / The challenge
MAKE AI
FEEL USEFUL.
Conversational AI helps businesses guide website visitors through personalized, human-like interactions 24/7—from answering open-ended questions to recommending content and booking meetings.
The creative challenge was to make those capabilities immediately understandable without turning the film into a software demo. Because the campaign would run across social and web placements, the story needed to communicate visually, hold attention with the sound off, and create enough curiosity to drive viewers toward the next step.
“The story had to make sophisticated software feel simple, immediate, and human.”
02 / My role
FROM BRIEF
TO BUSINESS IMPACT.
As Senior Video Producer, I helped lead the project from intake and product understanding through casting, production, review, revision, and launch.
Creative Strategy
Translated product capabilities into a customer scenario built around comprehension and conversion.
Production Leadership
Coordinated budget, locations, talent, crew, equipment, schedules, props, and launch timing.
On-Set Execution
Supported technical rehearsals, talent coaching, blocking, coverage, and real-time quality control.
Post & Delivery
Collaborated on edit decisions, handled final requested revisions, and delivered approved launch assets.
Project intake
DEFINE THE WIN
BEFORE THE SHOOT.
The stakeholder intake turned a broad request into a production brief. Before creative development began, I made sure the team understood the story, deadline, decision-maker, distribution plan, CTA, business goal, and measurement of success.
What is the video about and what should the audience understand?
When does the asset need to launch?
Who gives feedback, makes decisions, and approves?
Where will the content live and what formats are needed?
What should the viewer do after watching?
Will success be retention, views, shares, sales conversations, or revenue?
03 / The process
BUILD THE STORY.
BUILD THE SYSTEM.
Pre-production
The team aligned the script with marketing and product stakeholders, developed a storyboard, created named characters, cast talent, coordinated schedules, audited our equipment, hired extra local crew to close audio gaps, sourced brand-conscious props, scouted office locations for lighting, built motion-graphics projects early, and managed the production workflow in Trello.
- Script and product-message alignment
- Storyboard and character development
- Casting, scheduling, and internal talent coordination
- Equipment audit and crew sourcing
- Art direction and brand-color planning
- Motion graphics, folders, media, and launch prep
Production
Each office location was dressed and lit for the story before talent stepped in. We greeted the cast and additional crew, ran technical rehearsals, coached performances, captured each scene, verified media throughout the day, reset locations between setups, and kept crew and talent logistics moving.
- Multi-location office set builds
- Lighting, camera, and sound coordination
- Dry runs before talent takes
- Performance coaching and retakes
- Media offload and verification
- Talent, crew, meals, and payment coordination
Post-production
The team worked in parallel across editorial, motion design, color, and audio. We reviewed the cut together repeatedly, refined pacing and messaging, sent the film through marketing and CMO review, then I completed the requested revisions and delivered the final approved asset.
- Shared footage and audio workflow
- Parallel editorial and motion design
- Collaborative cut reviews
- Color correction and audio sweetening
- Marketing and CMO approval
- Final revision and multi-platform delivery
The finished work
Open on YouTube ↗Behind the scenes
TURNING AN OFFICE
INTO A PRODUCTION FLOOR.
04 / Business impact
THE FILM DIDN’T
JUST GET VIEWS.
IT DROVE REVENUE.
The video was distributed across LinkedIn, Instagram, Facebook, and Drift’s website. More than 400 customers later told sales representatives they had clicked on the video before speaking with the team, contributing more than $120,000 in attributed revenue.
Takeaway
CREATIVE SHOULD
MAKE COMPLEXITY
FEEL SIMPLE.
The strongest part of this project was the connection between production craft and business clarity. Every choice—from the silent-first visual approach to casting, art direction, pacing, and distribution—was made to help people understand the product quickly enough to take action.