Consumer storytelling & creative

Transforming functional products into stories prospective customers 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 human and relatable campaign that reflected the ways weather influences 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 had an opportunity to communicate the app’s utility in a more emotionally resonant way.
- Create an 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:
- Developed audience-specific messaging and storylines around different psychological associations with winter
- Collaborated with creative and motion teams to establish consistency across narrative, pacing, and visual tone
- Structured the campaign around contrasting emotional perspectives on winter to broaden audience relevance
- Developed scripts tailored to diverse audience perspectives
- Built moodboards to establish emotional tone and visual direction
- Created storyboards and iterated over 15- and 30-second formats
- Oversaw production, ensuring alignment with concept and narrative
- Managed project timelines and cross-functional reviews