Capturing the Attention of Asana's Design Team

Contribution: Animation, Storyboarding, Landing Page Design, Video Editing, Paid LinkedIn Advertising
Role: Product Designer | Animator
Duration: 3 Day Sprint in February 2024
Tools: Figma, After Effects, TVPaint, Webflow, LinkedIn Advertising

Role

Timeline

Skills

Team

Product Designer
Animator

2024

Design
Storytelling

Solo

OVERVIEW

Making a viral ad that captivated designers at Asana

Asana is a project management software that released 2 early career design positions in February 2024. With over 4000 applicants in a week I needed a way to differentiate myself.

This project showcases a 3 day sprint of shipping an animated ad, landing page and LinkedIn campaign that reached the Asana's design team a few hours after launch.

Jump to Design Changes

CONTEXT

The job market had changed
drastically in the past 3 months

I had just completed a UX Design internship in 2023 when the job market began to crash. As I raced to build my portfolio, I aimed to find a way to leverage my animation and content marketing skills.

For 2 positions at Asana in Feb 2024 there were 4000+ applicants.

Even if I applied early, I would just be considered another number in the sea of applicants. I needed to find a way to make myself be viewed as an individual rather than a resume or portfolio.

GOAL

How might I show the Asana design team my skills without spamming them?

DESIGN

24 hours to animate an ad that would show not tell

3 Day Sprint - Shipping by Friday

With a landing page that garnered no results initially, I pivoted to making an animated ad targeting Asana's SF employees

Credibility through establishing familiarity

Using a similar type face and Asana's brand colors, I aimed to make my ad scroll stopping, adding subtitles to increase viewership across the company

Designing a simple but effective character

I took inspiration from my favorite comic Calvin and Hobbes utilizing a simplistic line art and my favorite clothing item: sweaters

Prioritizing shipping the product

I wanted to make one of Asana's celebration characters dance at the end of my video. Yet the work day was starting soon, so I simplified my visuals and shipped

I supported my ad with a landing page.

I utilized a similar type face to Asana and photoshopped my skillset into one of their products to establish immediate brand recognition.

CAMPAIGN LAUNCHED

I ran 3 LinkedIn Ads, each varying in captions, with the same animated video.

I highlighted three main issues I wanted to solve at Asana

RESULTS

With a $40 budget, I was able to reach over 1/6 of the 1,200 targeted Asana employees.

A few hours after launch, I woke up to an email from Court Morrison, a Product Manager at Asana.

Shortly after, Manesh John, the Senior Director of Product Design at Asana, reposted my video on LinkedIn.

REFLECTION

While I didn’t land the role, this project became a proof of concept for my video case study for The Browser Company which you can view below

Currently looking for full time roles, lets connect!
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