Consumer storytelling & creative

Crafting creative concepts that transform functional products into stories people connect with.

Case study

Humanizing weather through a seasonal TV campaign

Clime, a leading weather app, traditionally leaned into product UI and forecast functionality in its advertising. The brand wanted a more emotionally resonant campaign that reflected the ways weather shapes routines, moods, and experiences.

I shaped the campaign concept and narrative direction, guiding the project from early creative development through production and launch.

My role: Concepting, narrative development, scriptwriting, creative direction, storyboarding, and cross-functional production leadership.

  • Previous campaigns focused primarily on app functionality and UI. Clime wanted a seasonal TV campaign that felt more human, emotionally resonant, and relatable to a broader consumer audience.

    • Create an emotionally engaging campaign within short-form TV constraints

    • Appeal to both casual users and weather enthusiasts without losing clarity

    • Develop a cohesive visual and narrative identity using stock-based production assets

  • I developed the campaign concept “Whatever winter means to you,” positioning weather as a shared emotional experience.

    Then:

    • Crafted messaging designed to resonate with both casual users and weather-focused audiences

    • Collaborated with creative and motion teams to maintain consistency across narrative, pacing, and visual tone

    • Structured the campaign around contrasting emotional relationships with winter to broaden audience relevance

    • 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

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

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

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

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Brand positioning & strategy