Role: Creative Project Lead & Project Manager
Team: Internal marketing team, Aurora Films (production partner)
Objective:
Michelin requested a video to highlight Fenner’s new Innovation Lab. I saw an opportunity to expand the project into a high-end promotional tool that could also serve sales and business development goals. The objective became not just to showcase the lab but to position Fenner as a forward-thinking innovation partner.
Process:
To kick off the project, I led internal discovery sessions to gather technical insights and narrative direction. I then created a strategic outline to structure the video’s messaging and flow. Working closely with Aurora Films, I conducted on-site walk-throughs to scout locations, select interview talent, and plan effective b-roll coverage.
On filming day, I was on-site throughout production—weighing in on camera angles, interview takes, and staging—to ensure the creative vision and brand integrity were upheld.
Outcome:
The final video elevated Fenner’s positioning by emphasizing its innovative capabilities and strategic value. It exceeded the original scope, becoming a versatile asset used in both internal communications and external sales presentations.
Reflection:
This project demonstrated how a single request can be turned into a broader brand storytelling opportunity. By expanding the vision early, we created something with long-term value beyond the initial ask.