Driving Registration Through Short-Form Video
Role: Creative Direction, Video Production, Editing
To promote a national in-person conference, I led the development of a short-form video designed to engage and mobilize a distributed volunteer audience. The goal was to create content that felt native to social platforms while inspiring immediate action.
I developed a concept that leveraged a trending social media format, structured around aspirational, future-oriented messaging, to create a sense of momentum and personal relevance. The video combined concise, emotionally resonant copy with pacing and music optimized for short-form engagement, ensuring it captured attention quickly and encouraged repeat viewing.
IMPACT
- Reached 3,000 views across Instagram and YouTube within the first week, outperforming previous video launches
- Contributed to a 10% increase in conference registrations