Creative Director, Production at Miro
Led brand and campaign production end to end through Miro's run from 20M to 50M users, as it repositioned from online whiteboard to the place modern work happens. Owned a $10M+ annual budget across digital, OOH, paid social, CRM, and content, on the path to a $17.5B valuation.
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Miro Marketing, 2022 Year in Review.
Role
CREATIVE DIRECTOR, PRODUCTION
Scope
Brand and campaign production
Team
Production: motion designers, producers and editors, full time and freelance
Year
2021 to 2023
The decision
Production sat inside a Brand Studio of close to 50 people, in a company of roughly 1,800, and I held the largest production budget on the team. Most of what we shipped needed people I did not manage. So I built the gate: every idea vetted before money went into producing it. Under hypergrowth the expensive failure is a good idea produced badly, and the gate is what stopped that from happening at that budget.
Proof
- Six motion designers shipping hundreds of assets per event, with me animating alongside them.
- Distributed 2021: wrote the brief, briefed the three pitching agencies, directed the shoot on live camera from Amsterdam under COVID. 20,000+ registrants, 8,000+ live participants, 500k+ views. Gold in Spatial Design at the FARA Ads Festival.
- Distributed 2022: managed six production lines, hired the motion designers, animated several films myself. Webby nominee, Best Virtual and Remote.
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