A 23-second animated spot for Hugo, a B2B SaaS meeting app, produced as part of a Facebook ad campaign. Led concept development and storyboarding, then brought on and directed the animation studio that executed it.

Agency: FACQT Senior Creative Director: Gabe Harris Animation: Zelios Agency, Ukraine Role: Creative Direction, Concept Development, Storyboarding Runtime: 20 seconds

Paid social for B2B SaaS has a narrow window — a few seconds to make someone recognize their own problem before they scroll. Hugo needed concepts for a Facebook campaign that could land the pain of badly run meetings fast enough to survive a feed, without defaulting to the explainer-video conventions the category is saturated with.

Led ideation and storyboarding across multiple video concepts, working under Senior Creative Director Gabe Harris at FACQT. Developed and pitched several opening directions, including deliberately unconventional ones that ran past immediate feasibility — the point being to establish the range before narrowing, rather than pitching safe and hoping.

Once a direction won, the final storyboard was handed to Zelios Agency, a Ukraine-based animation studio I brought on and directed. They executed the animation in After Effects under our creative guidance, with feedback and recommendations running through the build.

Runtime: 20 seconds Design: Adobe Illustrator, Figma Animation: Adobe After Effects Format: Paid social, vertical Year: 2023