Dreams

changing brand perception through executive storytelling

Project Challenge:

Acrisure did not have a brand tv spot. We were going through an org transformation and we didn’t have the leadership in place to focus on a brand marketing piece that would help tell who we are and what we do.

Creative Proposal:

Recognized the need to help tell Acrisure’s story and the why behind its brand, I found an opportunity to strengthen Acrisure's brand by reshaping how the company's story was told through its CEO. Using existing executive footage, I developed a new creative concept and wrote an original script that transformed previously unused content into a cinematic brand film centered on the power of ambition, purpose, and dreams. By reframing the CEO's message through an emotional storytelling lens, the film elevated both the executive's personal brand and Acrisure's broader corporate identity. Rather than creating another cold tv spot that only focused on our technology, I proposed a more authentic, human-centered narrative that highlighted the values driving the organization—its commitment to people, clients, innovation, and long-term relationships.

My Role:

As Creative Director, I led the creative strategy, narrative development, scriptwriting, editorial direction, and overall brand positioning, demonstrating how thoughtful storytelling can unlock new value from existing content while strengthening brand perception.

Outcome:

The video became a foundational brand asset used across executive presentations, internal communications, recruiting, corporate marketing initiatives and paid media, helping establish a more approachable, inspirational, and people-first voice for the company.

Leaders Unplugged | Executive Video Series

Memorable way to get to know leaders

Project Challenge:

Employees felt disconnected with leadership. There had been many org changes and it was hard to get to know the new leaders. Leaders needed to find a way to be known in the company.

Creative Proposal:

Create a video series that is scalable, featuring executives in an informal way; asking them non-business questions to keep audience engagement up, keep it real, practical and fun to watch.

Outcome:

This video series is the most watched across the Enterprise. Employees’ positive comments reassure this effort is essential to build trust in the new leadership and help position them as approachable. It is now a key moment for leaders to record. I’ve done now a handful of videos, each following the same narrative formula.