Clime, a leading weather app in the United States, needed a more human and relatable presence in TV advertising.
I shaped a seasonal campaign that translated utility into emotion while guiding the project from concept to launch.
My role: Concept development, moodboard creation, scriptwriting, storyboarding, design review, and project management
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Clime wanted a seasonal TV ad that would resonate with both casual users and dedicated weather enthusiasts. Past campaigns were heavily UI-focused, so the brand needed something more human and emotionally engaging.
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Translate the app’s utility into a compelling, human-centered narrative
Work within creative constraints (stock imagery, 15- and 30-second formats)
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Pitched the campaign idea “Whatever winter means to you”: whether users love or hate winter, Clime would be there to provide key weather insights.
Framed messaging to appeal broadly, balancing casual and enthusiast audiences.
Worked closely with Creative Ops, Art Director, and motion designer to keep the campaign on track and aligned with brand strategy
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Managed the project in Monday.com, ensuring cross-team alignment and timeline adherence
Built moodboards in Figma to define the emotional tone and visual style
Developed scripts tailored to diverse audience perspectives
Assembled storyboards, iterating to meet 15- and 30-second requirements
Oversaw final production, ensuring alignment with concept and messaging
Creative direction
I led the creative direction, shifting the campaign from UI-driven utility to human storytelling.
Pitched the concept “Whatever winter means to you”
Defined tone and voice with Art Director
Established emotional arc before production
Narrative development
Once the direction was established, I translated the concept into narrative structure.
Wrote multiple script variations (regional + persona-based)
Refined scripts into 15- and 30-second formats
Built storyboard with Art Director to align pacing, VO, and visual flow
Project leadership & execution
Alongside Creative Ops, I led the project from planning through launch.
Managed timeline and production flow in Monday.com
Coordinated reviews across Creative and Marketing
Directed execution through structured feedback sessions
