Drift · B2B SaaS · Product Launch
CONVERSATIONAL
SERVICE.
Turning a complex AI-powered support product into a clear, human story built to stop the scroll—and move prospects toward sales.
▶ Watch the finished film01 / The challenge
MAKE THE PRODUCT
FEEL HUMAN.
Drift was preparing to launch Conversational Service, an AI-powered support experience designed to help a company’s customers get answers, find useful resources, or connect directly with a representative.
The campaign needed to explain that experience quickly without feeling like a product demo. It also had to work across paid social, YouTube, and Drift’s website—where viewers might encounter it with the sound off and decide within seconds whether to keep watching.
“The creative had to communicate the product visually before a viewer heard a single line.”
02 / My role
FROM INTAKE
TO LAUNCH.
As Senior Video Producer, I helped lead the project from the initial stakeholder request through production, review, revision, and final delivery.
Creative Strategy
Translated product messaging and business goals into a customer-centered narrative.
Production Leadership
Coordinated schedules, talent, locations, equipment, crew, props, and budget.
On-Set Direction
Supported blocking, rehearsals, talent coaching, coverage, and quality control.
Post & Delivery
Participated in edit reviews, completed final revisions, and delivered launch-ready assets.
Project intake
DEFINE SUCCESS
BEFORE PRODUCTION.
Every stakeholder request began with a structured intake. The goal was to move from “we need a video” to a shared definition of what the video needed to accomplish.
What is the story and what must the audience understand?
When must the asset launch, and what milestones lead there?
Who provides decisions, feedback, and final approval?
Where will the content live, and which formats are required?
What should a viewer do after watching?
Will success be judged by views, retention, clicks, calls, or revenue?
03 / The process
IDEA → SCRIPT → SET → SCREEN.
Pre-production
We aligned the script with marketing and product teams, created a storyboard, named and cast characters, scheduled talent, planned locations, identified equipment gaps, hired additional crew, sourced brand-coordinated props, began motion design, and built the production schedule around the product launch.
- Script and messaging alignment
- Storyboard and shot planning
- Casting and scheduling
- Budget, crew, and equipment planning
- Art direction and branded props
- Launch timeline and workflow management
Production
Each office location was transformed into a distinct branded environment. The team rehearsed blocking and technical setups before talent stepped in, then directed performances, captured multiple scenes, verified media after each setup, and reset the space for the next part of the story.
- Multi-location set builds
- Lighting and sound coordination
- Dry runs before talent takes
- Performance coaching and retakes
- On-set data management
- Crew and talent coordination
Post-production
The team worked in parallel across editorial, motion graphics, color, and sound. Collaborative review sessions refined pacing and clarity before the video went to marketing leadership and the CMO. I completed the final requested revisions and prepared the approved deliverables.
- Collaborative editorial reviews
- Motion graphics integration
- Color correction and audio sweetening
- Marketing and executive review
- Final revision pass
- Multi-platform delivery
The finished work
Open on YouTube ↗Behind the scenes
BUILDING MULTIPLE WORLDS
INSIDE ONE OFFICE.
04 / Business impact
CREATIVE THAT
MOVED PEOPLE.
Published across LinkedIn, Instagram, Facebook, YouTube, and Drift’s website, the campaign connected awareness to action. More than 100 prospects told sales representatives they clicked through after watching the video, contributing over $20,000 in attributed revenue.
Takeaway
THE VIDEO WASN’T
THE END PRODUCT.
The end product was understanding: helping prospective customers quickly see themselves in the problem, recognize the value of the solution, and take the next step. Every creative and production decision served that business outcome.