A good creative team knows when to think beyond the brief.
Google Calendar integration was an important step in Evernote’s drive to becoming a full-featured productivity solution. But aside from being able to see your calendar or get meeting reminders—things people could already do without us—reasons to adopt the feature were difficult to explain and poorly understood.
So when my team had to come up with the launch creative for calendar notifications, an incremental improvement to the feature, we saw an opportunity to think bigger. Instead of focusing on what the feature was, we dove straight into why it mattered, weaving a narrative where Evernote could improve your meetings while making you look like a genius.
Starting with the central premise that meetings suck (and that one of the main reasons is a lack of preparation and structure), I identified three insight-based pillars for our story:
My all-star team ran with it, producing a tight, relatable script and fun visuals that finally made the point of calendar integration easy to understand. As a capper, the team asked me to provide the voiceover track.
Creative Direction & Voice Talent
Design & Animation
David Perez, Anthony Bartlett
Lisa Van Tassel
Explore Fo's Folio
Writing SamplesVarious Projects
Creative DirectionRecent work
Repackaging EvernoteCreative Direction / Copywriting
Focus CultureEditorial / Strategy / Talent
The Ever Better ChallengeEditorial Direction / Talent
Evernote Brand RefreshEditorial Direction
Coffee & Quill SocietyCreative Direction / Copywriting