Product Explainer Videos
As Lead Creative Director, I spearheaded the development and production of two flagship product explainer videos (solutions videos) for Lightspeed, one tailored for the retail industry and the other for hospitality. These videos were conceived as bold, premium, and engaging product stories to support our top to mid-funnel marketing strategy, helping to clearly articulate the value of our platform in a fast-paced, thumb-stopping format. It was also the first of many fully animated product videos that we produced since our brand refresh which included insights and learning from our recent ICP profile discovery.
Creative Direction
Product Explainer Videos
From the ground up, I was embedded in every stage of the process. From crafting the initial creative brief to selecting and onboarding Never Sit Still, a renowned Sydney-based motion design studio I had admired for years. I led negotiations, secured internal approvals, and worked closely with both our internal teams and agency partners to ensure alignment with our refreshed brand identity.
Despite working with a relatively limited budget, we were strategic in how we prioritised production decisions to maximise impact. One of the key considerations was ensuring the videos could be easily localised for global markets. This led to the decision to exclude voiceover entirely, streamlining the translation process across multiple languages. It also meant using the same music track for both videos to stay within our sound design budget. While this presented challenges — particularly around pacing, timing, and maintaining a premium feel without narration, it pushed us to be even more thoughtful in our visual storytelling and how we used motion and text to guide the viewer through the narrative.
Collaboration was key due to stakeholders being located across multiple timezones, so this meant I had to create asynchronous workflows to help provide access and visibility. I set up a structured ecosystem for creative collaboration using shared Google Drive folders, Slack channels, and a public Figma workspace. Here, I contributed brand assets, UI design elements, and detailed visual direction. I also helped shape the narrative by partnering on script development and ensuring the music, SFX, and color palette embodied the premium tone we were striving for.
Midway through the storyboard phase, we hit a creative roadblock, the illustration style began leaning too bubbly and friendly, veering away from our desired premium aesthetic. With only 24 hours to recalibrate, I delivered decisive and constructive feedback, facilitated a tough but productive conversation with the agency, and backed it with visual references and design boards. This moment was pivotal in realigning the project and pushing the creative output to a higher standard.
The final hero videos, each 1:40 in length, were delivered alongside multiple cut-downs (15s and 30s) to support social distribution. We also worked closely with our localisation team, providing them with clean, editable files for multilingual adaptation across global markets, an enormous but smooth operation thanks to the foresight and coordination in our production pipeline.
These videos have since been widely adopted across Lightspeed's go-to-market efforts: from sales enablement tools and Zoom waiting rooms, to internal and external launches, including a high-visibility premiere at our Capital Markets Day. Their reception by ELT and board members affirmed the impact of strong creative direction paired with strategic execution.
