Cutting through the noise with short-form sales content

Context

The brief was video, eleven of them, one per myth that kept coming up

A global tech enterprise had a managed services product that sales teams and partners struggled to explain, and the delivery timeline was fixed while inputs were still in motion. Sign-off was iterative, content was being refined in parallel with production, and a single shoot day had to feed eleven videos across six languages. Production couldn't wait for inputs to settle, so the work had to absorb late changes without restarting.

The system

Building the system the eleven videos sat inside

Six languages, different performers, and a single shoot day meant the challenge was making them feel like one campaign. Brand guidelines anchored typography, palette, and the base motion treatment. Performer footage carried the human side, and the motion layer carried the editorial frame. Once the system was set, each new video became a variation on a format rather than a fresh design problem.

I built the system around Motion Graphics Templates (MOGRTs) in After Effects, exported and linked into Premiere Pro so editorial and motion stayed in sync. Each video became a fill-in against the template rather than a fresh build, so when sign-off arrived on copy or messaging, implementation took minutes rather than hours. The system carried the format. Sign-off carried the content.

The format

Designed for sound off, mid-scroll, in any of six languages

At 16:9 with no presenter required and captions doing the lifting across six languages, the videos had to land for someone watching with the sound off, on mobile, mid-scroll. That ruled out anything that needed ramp time, and cuts had to land fast. Captions stopped being subtitles and became the spine of the message.

While content was still being finalised, we sourced native speakers across the six languages and pre-implemented their captions in the background, so the final edit became a resync rather than a build. The client received each video in two delivery shapes: a rendered output per language with captions baked in, and a captionless master with an accompanying SRT file, so they could choose at upload time whether to bake captions in or let the platform's embedded player handle them.