01
Marketing to Marketers
A motion-led sales story created for an audience that evaluates marketing for a living.
SaaS · Product Storytelling
Cvent
Shaping a critical product-demo engagement from proposal and scope through multidisciplinary execution and final delivery.
My roleEngagement lead · Executive creative oversight
EngagementThree engagements and ongoing refresh
DisciplinesStrategy · Film · Design · UI motion
OutcomeFaster refresh cadence · Repeat work
Selected work
One engagement, expressed across product storytelling, campaign creative, and sales enablement.
02
Demo invitation
A concise teaser designed to move prospects toward the full product story.
03
Full hero demo
The complete modular demo at the center of the engagement.
01 · The challenge
Cvent’s 15-minute demo is one of the most important pieces in its marketing and sales ecosystem. The existing version relied on recorded software footage, was difficult to direct, and could not keep pace with a changing product and brand.
02 · The decision
I shaped the proposal, brief, scope, and production plan around a hybrid approach: retain efficient screen capture where it worked, but rebuild the moments requiring precise direction as vector motion graphics. The system isolated controls, quieted surrounding UI, and made brand elements replaceable without rebuilding the entire piece.
03 · Leading the work
I established the engagement from inception, built the team, and assigned clear ownership across production, design, animation, and editorial. Steve Webb and our specialist leads carried significant day-to-day responsibility while I maintained executive oversight and continuity from filming through final delivery—staying close enough to protect the direction without becoming a bottleneck.
04 · What changed
Cvent returned with two additional engagements. The modular system made the current brand refresh a targeted update instead of a complete rebuild and helped support a move from a two-year refresh cycle toward a twice-yearly cadence.