Creative Direction
Asset Management
Videography
Graphic Design
Overview
Campfire Chats was a new video series developed for Meridian Cooperative to blend employee storytelling with product marketing in a way that felt authentic, engaging, and approachable. The goal was to move beyond traditional product-focused content by highlighting the people behind the work while creating meaningful conversations around Meridian's solutions and services.
To bring a unique and memorable element to the series, participants played a board game during each interview, creating a relaxed environment that encouraged genuine discussion and personality-driven moments.
Meridian's marketing efforts included both employee-focused content and product marketing, but these initiatives often existed separately. The challenge was to create a campaign that could effectively showcase company expertise and products while maintaining the human connection that resonates with audiences.
The series needed a distinct identity, stakeholder buy-in, and a repeatable creative framework that could be scaled across future episodes.
Strategy
I created the Campfire Chats concept as a recurring video series centered around conversation, connection, and storytelling. The board game format provided a natural icebreaker that helped participants relax and engage in authentic discussions about their roles, experiences, and the products they support.
To establish a recognizable brand for the series, I developed a custom campaign logo, visual system, and motion graphics package that could be used across video content, social media, and internal presentations. I also created campaign materials to communicate the vision, goals, and execution plan to stakeholders, helping secure alignment and support across teams.
Impact
The campaign established a fresh content format that successfully merged employee-focused storytelling with product marketing objectives. By creating a scalable creative framework and strong visual identity, Campfire Chats provided Meridian with a new platform for showcasing both its people and solutions in an engaging, personality-driven way.
Collaborators: Ally Goodnight, Kristin Avery, Jason Kochis, Jared Patton