Leadership
Advocates Program - SupplySide
How I guide creative direction in close partnership with marketing and content teams, from early concept through execution.
Informa Health & Nutrition
Role: Creative Direction · Campaign Video Strategy · Video Production Lead
Overview
The Advocates Program is a flagship marketing initiative designed to highlight industry leaders and elevate peer-to-peer storytelling within the SupplySide Global community. The objective was to create a cohesive set of video assets that could anchor the campaign across digital channels, reinforce the program’s value, and support year-round marketing efforts beyond a single event moment.
Creative Direction & Strategy
I partnered closely with the marketing team to shape the creative direction for how the Advocates Program shows up across video touchpoints. This included defining the visual language, storytelling approach, and content formats used across the campaign. The goal was to create a modular set of assets that could be deployed across email, social, and event marketing while maintaining a consistent narrative and visual identity.
Key Creative Elements
- Primary campaign video establishing the tone and narrative for the program
- Short-form cutdowns and teaser clips for social and email promotion
- Thumbnail design and motion elements to strengthen visual recognition
- Story-driven advocate features highlighting industry perspectives and program impact
Impact
The video system established a consistent, recognizable look and feel for the Advocates Program across marketing channels, strengthened storytelling around industry voices, and provided the marketing team with a flexible set of assets to support ongoing campaign promotion and audience engagement.
Selected Campaign Assets
Hero Graphic
Teaser
Short
Full Video