This is one of the largest projects I have led from a time and budget standpoint.
The ask: Create a high quality, high impact product launch broadcast that inspires the HR industry to learn about and adopt new AI powered Workhuman tools.
To launch Human Intelligence™, Workhuman’s new workforce analytics product, we produced a 30-minute digital broadcast that combined a brand commercial, a keynote, product demos, and an industry interview.
Taking inspiration from Apple, AMD, I led the production effort across vendors and internal teams — building the show flow, developing segment ideas, directing creative/story, and overseeing both the live-action shoots and post-production. I worked closely with two production partners, the internal creative and video teams, and our speaker bureau to bring everything together on time and on brand.
My Role:
As the creative lead, I directed every phase of the broadcast experience — from show flow development to creative concepting, agency collaboration, production execution, and final video editing oversight. I acted as the connective tissue between production partners, internal teams, and executive stakeholders to deliver a polished, multi-segment program aligned with both brand and business goals.
Show Format & Creative Execution:
The 30-minute program followed a structured narrative arc designed for digital engagement:
- Dynamic Opening Commercial (by Element Productions): A bold, high-energy brand intro to frame the stakes of the new product.
- Keynote Segment: CEO Eric Mosley delivered a visionary keynote filmed on location in a Boston studio, establishing thought leadership and strategic context.
- Product Spotlights: Multiple segments filmed on a white cyc wall at Cramer Studios showcasing Human Intelligence’s capabilities through clean visuals and clear storytelling.
- Expert Interview: A candid, insight-driven conversation between two leading HR industry voices, adding credibility and depth.
Production & Collaboration:
Post-production was a complex, multi-stakeholder effort — spanning two production companies, the internal Workhuman video and creative teams, and the executive speaker team. As each segment moved from shoot to edit, I ensured consistency in tone, visual identity, and narrative clarity across the entire show.
Promotion & Amplification:
Leading up to the launch, we created a series of pre-show and post-show promotional assets across paid and organic channels. These included:
- Three script variants performed by Workhuman employees to create testable, scalable acquisition push.
- Teasers and trailers tailored for LinkedIn, email, and programmatic channels
- Post-show cutdowns to drive replay traffic and extend campaign longevity
Results:
- 13,000+ registrants
- 3,000+ live viewers
- 40% replay completion rate
- Millions in influenced pipeline from ICP accounts
Impact:
The broadcast didn’t just launch a product — it launched a category-defining platform, elevated Workhuman’s brand authority, and delivered real business results. It now lives on as an evergreen content piece, fueling ongoing awareness, demand generation, and thought leadership.
