A founder storytelling campaign translating brand origin into a structured narrative video series.
Role: Art Direction, Narrative Development, Storyboarding, Script Collaboration, Production Oversight
Deliverables: Brand Identity, Website, Messaging System, Marketing Assets, Content Strategy
This project was a founder-led storytelling campaign designed to communicate the origin, values, and product innovation of Nite Ize through a structured video series.
The goal was to translate a decades-long brand history into a cohesive narrative system that felt authentic, human, and engaging, while maintaining clarity around product innovation and company purpose.
As Art Director, I worked across research, narrative development, and production to shape how the story was structured, visualized, and executed across the full campaign.
Campaign Strategy
--->
The campaign was built around a central idea:
How do you turn a long-standing founder story into a structured narrative that feels personal, credible, and visually compelling?
To address this, the storytelling approach was designed around three principles:
Founder authenticity over scripted messaging
Narrative structure over chronological history
Product storytelling integrated into lived experience
This ensured the final series felt less like a corporate overview and more like a human story of problem-solving and invention.
Audience Strategy
--->
The campaign was designed for multiple audience layers:
Core Customers
Existing users familiar with the brand
Interested in product innovation and practical design thinking
New Prospective Customers
Discovering the brand through storytelling content
Need emotional entry point before product engagement
Retail & Industry Stakeholders
Require credibility, clarity, and innovation positioning
The storytelling approach needed to balance emotional resonance with product clarity and brand legitimacy.
Creative Process
--->
The campaign was developed through a structured, multi-phase process:
1. Founder Interview & Research
Conducted in-depth interviews with the company founder to surface key origin moments, product philosophies, and defining challenges.
2. Narrative Development
Translated raw interview material into a structured story arc focused on invention, problem-solving, and brand evolution.
3. Storyboarding & Script Development
Developed visual storyboards and early script drafts to align narrative flow with production feasibility and visual pacing.
4. Production Collaboration
Worked closely with a production agency to refine shots, guide early takes, and ensure visual execution aligned with narrative intent.