Sage "Boss It" Campaign
Video Editing | Print | Display
The "Boss It" campaign was developed by the Sage Global Marketing Team in collaboration with Wunderman Thompson for the UK region, and then adapted/implemented in the North American market by the North American Field Marketing Team that I was the principal designer for. This meant that we could make strategic changes to better fit our market needs as long as we stayed within the campaign's creative guidelines. Our team decided that the "Boss It" tagline was too vague so we changed it to "Boss Your Business." The UK campaign also did not account for North America's target market of accountants, so an additional tagline of "Boss Your Practice" was added, as well as selecting new persona photographs for those ads. I made these changes across deliverables provided by the agency, and also designed additional pieces to fit into our marketing plan as needed.
Youtube & Connected TV
The biggest implementation challenge was that the original videos from the agency had British voiceovers, so we had to re-record the voiceovers with American talent. I assisted in choosing voiceover talent and made the final decision on the best takes for the final edit, which often included splicing together multiple takes. I used Adobe Audition to sound mix the voiceovers, and Adobe Premiere to compile the final edit.
Another challenge was lengthening the 10 second video ads the agency provided into the 15 second spots we needed for Youtube. I lengthened the ads using additional footage from the 30 second ad and created a longer outro. This also involved adding/mixing new sound effects to account for the added time.
30 Second Ad: All Personas and Features
15 Second Ad: Plumber Persona / Receipt Scan Feature
15 Second Ad: Fishmonger Persona / Send Invoice Feature
15 Second Ad: Gym Owner Persona / Tax Reporting Feature
* Canada chose to use "Boss It" for their accountants
Handout for Small Business Expo