I led art direction and

I led art direction and creative strategy for The Predictive Index’s “AHA Moments” video series, a story-led campaign designed to capture the critical realizations HR leaders experience when using PI.

Partnering closely with our video agency, I shaped the foundational concepts to reflect the full scope of the PI ecosystem, from behavioral science to software. I defined the visual direction, narrative structure, and messaging hierarchy to ensure each story aligned with our brand positioning, product strategy, and business goals. My role focused on guiding the creative so it felt insight-driven rather than feature-led.

Each story was developed into four distinct versions to support Brand, SEO, Product Marketing, and Demand objectives. This modular approach allowed us to deploy tailored edits across landing pages, YouTube, review platforms, and paid campaigns while maintaining a consistent narrative system. The series established a scalable video framework that supported cross-channel growth without fragmenting the brand.

The first video, “Misreading the Signals,” launched across the About page, Diagnose product page, YouTube, and paid campaigns, setting the model for future releases.