[ ASTEROID VIDEO // PROJECT.LOG / 2018–2021 ]
An AI-assisted video editor
Creative leadership across an AI-assisted video app, its brand, and its acquisition strategy.
+15%conversion lift
+23%retention increase
8creative team members
VP, MARKETING + CREATIVE DIRECTOR
COMMISSIONED WORK
2018–2021
[ MY.ROLE ]
As VP of Marketing and Creative Director, I owned creative decisions across the app, brand, and marketing, along with marketing hires. I led eight creative strategists, graphic and visual designers, and copywriters.
Video was becoming a primary way to communicate, but many people we spoke to had little technical editing ability. We built Asteroid Video to help close that gap.
When the launch stalled, change the approach.
Our initial launch numbers were disappointing, even after a Product Hunt feature. I changed the acquisition approach to target people searching for established editing tools, including Adobe Premiere and DaVinci Resolve. The decision put Asteroid in front of people already looking for a way to edit video.
[ THE.WORK ]
the app store sequence.
Five connected panels, in their original order. Swipe sideways to view the sequence. Select a panel to enlarge it.
desktop & mobile.
[ RESEARCH ]
Editors and creators described established editing software as cumbersome and expensive. We used those conversations to frame a simpler AI-assisted product using machine learning and computer vision.
[ RESULTS ]
App Store reporting supported the reported conversion and retention gains. The figures do not isolate the effect of competitor-keyword targeting; eight describes the creative team size. [ REPORTING.CONTEXT ↓ ]
[ ASSET.ARCHIVE ] — 11 more images
Product screens
Identity studies
Merchandise concepts
Additional campaign work
[ CREDITS + OUTPUT ]
APP + BRAND CREATIVE // MARKETING LEADERSHIP
[ COLLABORATION ]Eight-person team: creative strategy, graphic and visual design, copywriting.
[ FULL.LOG ] — project background
[ SYSTEM.SPECS ]
- CLIENT
- ASTEROID TECHNOLOGIES
- ROLE
- VP, MARKETING + CREATIVE DIRECTOR
- OUTPUT
- APP CREATIVE // BRAND // MARKETING
- STATUS
- LAUNCHED // NIANTIC-BACKED
[ THE.BRIEF ]
Video was becoming a primary way to communicate, but many people we spoke to had little technical editing ability. We built Asteroid Video to help close that gap. As VP of Marketing and Creative Director, I was responsible for creative decisions across the app, brand, and marketing, as well as marketing hires.
[ THE.INSIGHT ]
Editors and creators in our focus groups described established editing tools as cumbersome and expensive. We saw an opportunity to simplify the process with an AI-assisted app using machine learning and computer vision.
[ THE.WORK ]
- leadership: led an eight-person team of creative strategists, graphic and visual designers, and copywriters.
- authority: owned creative decisions across the app, brand, and marketing, and was responsible for marketing hires.
- research: organized focus groups to understand the obstacles editors and creators faced.
- acquisition: introduced competitor-keyword targeting after the initial launch underperformed.
[ OUTCOME ]
App Store reporting from the period supported a 15% conversion lift and a 23% retention increase. These are product and marketing outcomes; the available figures do not isolate the effect of competitor-keyword targeting.
- +15% conversion.
- +23% retention.
- Featured on Product Hunt.
The company received funding in part from Niantic.