Ottomate Series

Overview

This is one of three videos in a series that teaches the basics of lifecycle marketing and establishes Ottomate as the leading brand for lifecycle marketing consulting.

Background

Lifecycle marketing is an effective growth tool for every business. It builds stronger relationships with customers, resulting in increased conversion, retention, and expansion metrics. Despite its widespread adoption and proven impact, YouTube lacks free, high-quality educational resources for lifecycle marketing.

Limited YouTube results for lifecycle marketing

Brian Sun, the founder of Ottomate, identified this market gap. His lifecycle marketing knowledge runs deep, with over 10 years of experience across over 20 brands. He approached me with a vision for better lifecycle videos. We emailed on and off for about a year and soon began to develop a production plan for his content.

Process

I received a set of references from Brian as a starting point for the creative direction. We set out to cut through the noise of “quantity-over-quality” content on YouTube. Rather than trying to induce dopamine hits, we chose to create thoughtful videos rooted in true expertise. Brian simply wanted his videos to have a markedly higher production value than the competitors.

Creative references collected in a Figma file

Brian and I relied on remote collaboration tools for the entire project scope. Over email, I sent a complete list of filming equipment for Brian's office studio, along with a 3D layout to visually communicate his gear placement. Brian shared the scripts with me using Docs, and when it came time to film the videos, he brought on Diogo Castro, a local cinematographer.

Studio visualizer made with Threlte and hosted on Vercel

Diogo shot all three videos in one day and then uploaded the footage via the cloud for me to complete post-production. Each video package included a full-length video and four short versions for social media promotion. Across the whole series, I designed and animated 68 style frames based on the existing company website designs.