As Director of Creative Strategy at Sealed, one of my responsibilities was producing creative assets for new marketing channels. Spotify was a channel we were very excited about, but programmatic audio ads had never been leveraged at the company.
My creative process began with a brief, which outlined the channel details, and specifications for the ad format (runtime, companion image sizing, and general best practices). Next came scripting, and sourcing an expert voiceover artist. I directed the tone and performance to convey confidence, trust, and subject matter expertise. The final and most critical component was the background music. Our target demographic called for a “Classic Rock” and “Adult Contemporary” vibe.
The campaign was an overall success, with the “Classic Rock” spot outperforming the others.
My role: Director of Creative Strategy