Bringing standardization to video creative

So, what the heck is a “video vehicle”?

It’s just as metaphor we picked to talk about consistent approaches to video production. As a team we needed to scale globally - by providing templated approaches to video production. This is a project where I collaborated with my creative director (and troubleshooted and edited with many other peers).

When we got a creative brief, we could all collectively spend less time thinking of bespoke solutions to repeated requests. This data-informed enablement asset was a tool not only in the briefing stage, but also in the performance reporting stage.

We could’ve gone with “video menu” or “what’s on this chicken sandwich?” but vehicles somehow stuck.

The standard components I came up with are:

  • content level (high-level vs. super technical)

  • audience persona

  • placement

  • promotion plan

  • performance

  • production (timeline, budget, subject matter experts or other talent needed)

  • target length

  • style

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