Persefoni
Product Launches & Campaigns
Role: Creative Director, Writer
INSIGHT
Most SaaS product films are feature lists dressed up in motion graphics.
IDEA
Build each campaign and launch around a recognizable, engaging story device: cryptids, a cursor, the number zero, or a visual metaphor that worked for both product and brand.
IMPACT
A repeatable product-storytelling language used across campaigns, sales, and product marketing as Persefoni scaled from hundreds to 10,000+ customers and raised $180M.
ROLE
Creative direction and post leadership with our internal and external team of collaborators.
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Building the world.
The Cryptids Get Counted
What if your hardest-to-find numbers weren’t hiding at all?
Scope 3 emissions live deep in supply chains, where the data can feel almost mythical. I wrote the concept as a storybook world filled with fantastical beasts like Bigfoot, Yeti, and Mothman, turning an abstract accounting problem into a hunt for creatures waiting to be found.
"Maybe your numbers are just waiting to be found?"
One Supercut to rule them all.
The Cryptids Get Counted
What if your hardest-to-find numbers weren’t hiding at all?
Meet your new best friend
How do you make an AI assistant feel human?
Persefoni's freemium version needed to increase adoption via first-timers. We told an entire story from the cursor’s point of view as it counts a footprint through a dialogue with an AI assisant. By the end, the cursor lounges in the sand, as the the work ships itself.
Democratize carbon footprints through free automation.
Make it approachable with a dancing cursor.
The platform now has over 10,000+ users.
That's a lot of footprints counted.
Meet your new best friend
How do you make an AI assistant feel human?
There's More to ZER0
Nothing can sometimes be a good thing.
Perseoni's first fully animated product video. Fun, simple line drawn animation to show how customers could get to net zero with easy to use software that tied their journey to transformational advances in history. The first attempt to inject humor into the brand, and it stuck.
Carbon accounting is impactful.
Also, simple.
In the beginning, the brand was more serious.
This release started an evolution.
There's More to ZER0
Nothing can sometimes be a good thing.
Built for Dislcosure
A sharper visual system for a new regulatory moment.
As climate disclosure moved from voluntary reporting toward financial-grade regulation, we launched a campaign that communicated Persefoni was purpose-built for the moment. For a series of digital releases we tested a more institutional visual language with classic iconography steeped in architectural drafting and restrained motion, without losing our playful edge.
Software made for the moment,
so customers could return to their resting state (of bliss).
The first spot emphasized breadth of industries we served. These were all real customers.
The second spot said: Climate risk = Financial risk.
How about them apples?
The last spot had a Cali flourish, as the state led the way on emissions reporting.
Built for Dislcosure
Sharper visuals for a new regulatory moment.
...and you will know us by our trail of Product Launches.
Here's some more magic.
CREDITS
AESOP (Arts & Entertaiment Studio of Persefoni)
Ryan Orenstein (Chief Content Officer, Co-Head of Marketing), Ryan Smith (Senior Creative Director)
Kyle Drexler (Creative Director, Editor, SFX), Gage Ullman (Creative Animation Lead)
David Parke (Post Production Supervisor, Editor, SFX), Mikaleh Offerman (Producer)
Thanks to all the extended collaborators, notably:
Dan Dawley, Swell.tv (VFX Artist)
Luna Pan, Lunapan.es (Illustrator/animator on "Isle of the Cryptids")
Eva & Lydia Scholl (writers on "More to Zero")