PRODUCT STORYTELLING
Every product launch needs a story worth telling. For Trellis, Influencer Marketing and Customer Care, I helped shape that story around what each made possible for our customers.
Concept, script and creative direction
Katie Powell, Art Direction Brian Marx, Art Direction Connor Luczak, Motion Jeff Franko, Motion
While reviewing a product demonstration for Trellis, Sprout's first AI agent, one phrase kept sticking with me: "Just ask." It captured the product promise in two words—the ease of getting to useful answers quickly.
I pitched the phrase as the creative framing for the video, then built the story around specific moments Trellis is valuable: spotting a shift, gaining context, recommending a path forward, measuring it and reporting back to the business.
We never show the answers. The questions do the selling by demonstrating how much Trellis can help a team see and do. That restraint gave the video momentum while keeping the product benefit clear.
After Sprout acquired Tagger, a leading influencer marketing platform, we had some work to do: introduce it as Sprout Influencer Marketing and give people a reason to pay attention.
We wanted to turn heads and get viewers to our website to explore the product and request a demo. That meant a short script with a lot to communicate. How much value could we pack into a few words and seconds? Challenge accepted.
The world of influencers gave us plenty to work with visually. We used stock footage that felt like content you’d encounter in your feed. Paired with bold typography and playful integrations of product UI, it gave us an energetic way to communicate the benefits and build excitement around the launch.
"Customer care isn’t the end of your brand experience. It’s the beginning of your reputation."
I wrote that line during a brainstorm which eventually gave birth to the concept, “Complaints to Compliments.” It gave us a simple way to connect the product’s capabilities to an outcome marketers care about.
I built the script around that transformation, showing how familiar care frustrations could become positive trust builders with Sprout. Bold type, intentional motion and dynamic music carried the story without an explanatory voiceover, giving the product room to shine.
