MARKUP.IO
Get…
creative professionals
To…
see Markup.io as a way to decrease the headache of providing and addressing feedback
By…
showcasing its ease of use across teams in a relatable scenario.
In the ideation process for this commercial, a lot of incongruous proposals were being thrown around. Like, a lot.
Ironically, it became apparent that Markup.io could enhance the collaboration efficiency between LNC's creative experts and the Markup.io marketing team. As a result, we chose to showcase our own experience in a dramatic manner for the commercial, reasoning that other creatives (target demographic) would be able to relate to the situation.
Research supported this plan, with studies showing that shared vision, clear communication, and incorporation of diverse perspectives were top priorities for creatives working in collaborative environments.
Process
To bring this concept to life, we introduced a character excited to create a commercial about Markup.io.
However, what begins as a simple meeting dissolves into bedlam as team members speak over one another, provide mindless feedback, and eventually lose sight of the product entirely.
Our protagonist becomes frustrated and burnt out as he fields an endless onslaught of creative suggestions, each more outlandish than the next. The commercial feels busy and overwhelming with costumes, animation, and visual effects.
Just as it reaches its crescendo, the scene changes to show that our protagonist is creating the very commercial the audience is watching. He is calm and happy as he uses Markup.io to collaborate efficiently with his team.
I felt this commercial would be successful for a few reasons:
its reliability to creative professionals (as a creative professional)
its subtle nod to Everything Everywhere All At Once, a popular movie of the moment
its tone of frenetic, chaotic comedy geared toward millennial and Gen-Z workers
Pitch
The commercial was featured across YouTube and socials, including Instagram and TikTok.
Watch here or below.
Results
October 2021
New York City
LNC Productions
