The Voice of the Expert Presented in a Creative Way: Keen Strategy

With any creative project, you are going to have lots of possible decisions and you have to be very selective about what you choose.  It was no different when we started working on the Keen Strategy branding video.  

As I met with Greg and John I realized that their software was a bit technical and took a while to explain.  But their passion for what their software could do to help marketing managers was palpable.

After doing all of the normal creative discovery, we knew the three biggest things we would like the video to do.  First, we needed to describe what Keen’s software did so anyone could understand it.  Second, we wanted to demonstrate that John and Greg were really passionate about what they were doing. Third, we wanted to show that Keen’s MIDA software was different from anything else out there.

Great. Sounds like a plan, right? Well, since we only had 2 minutes to work with, we knew we would have to pick one or maybe two of these things to really focus on in the video or we were going to start losing people.

We ended up coming up with 3 ideas to address these issues.  Some were funny.  Some were told through the eyes of a marketing manager.  Others were more symbolic, but the one that John and Greg liked the most was also the most offbeat idea.  

The concept was to interview them about the software and their passion for helping marketing managers.  As we watched their interviews, they would magically transform into animated versions of themselves. This would hopefully grab the attention of the audience and give us the opportunity to demonstrate the high-level features of the software in a visually captivating way all while making a real connection between our audience and the founders of Keen.

The result is the Keen video: Greg and John.  Watch it and tell us what you think.