Role:
Producer
Project timeline:
3 months
Audience:
US prospective customers
Teams:
Product Marketing, Digital Marketing Creative, external agency
Project Summary
Sinch Engage was a newly launched brand with no recognition among US customers, and it needed an identity distinct from the core Sinch brand. I proposed and produced its first commercial as the anchor creative asset. An animated spot with voiceover, designed to be versioned across the website, YouTube, paid social, search ads, remarketing, and events. I owned the full production lifecycle: creative brief, storyboards, agency SOW, production oversight, post-production review cycles, and multi-channel distribution.
Situation
Situation: Sinch Engage needed to reach new US customers and build a brand identity separate from the parent Sinch brand, with no existing flagship creative asset and only $80K to produce one.
Complication: The external agency’s initial quote exceeded the available budget before production even began.
Task: Propose, produce, and distribute a company commercial in three months, within budget, while aligning three internal marketing teams.
Actions
Pre-production: Wrote the creative brief and developed the storyboards; secured sign-off on marketing requirements and creative elements from Product Marketing, Creative, and Digital Marketing.
Solved the budget gap: When the agency’s quote came in over the $80K budget, I built the plan that closed the gap: reuse curated imagery from the existing Sinch library instead of commissioning new assets, and cap the spot at one minute — cutting production cost without cutting quality.
Agency management: Outlined the SOW with the agency around the re-scoped plan, locking scope, timeline, deliverables, and budget up front.
Post-production: Oversaw production to keep the story on-brief; ran structured review cycles, consolidating feedback from three internal teams into single, actionable rounds for the agency.
Risk ownership: Continued to negotiate with the agency as timeline and scope issues arose mid-production, protecting both the budget and the launch date.
Delivery & distribution: Verified all final assets and cutdowns were delivered to spec, then published across the website, YouTube, and marketing materials.
Innovations
The first commercial for the Sinch Engage brand, the flagship creative asset establishing its identity in the US market.
Delivered a multi-purpose asset from one production delivering multiple cutdowns and aspect ratios for branding, web, paid ads, social and remarketing.
Turned a budget constraint into a creative approach. Animation + existing library imagery + voiceover, providing the intended message under budget.
Results
On time, on budget
Delivered in three months within the $80K budget.
Full distribution
Launched across every planned channel. Content from this video has been used in 10 campaigns.
Reach
50K views within the target audienc