The brief
Execute a multi-platform content strategy from existing footage.
Visit Austin had already invested in a high-quality long-form commercial through an independent production company. The brief was to extend that investment across social platforms and web by creating audience-specific cuts and digital placements. The strategy was defined by the client - my job was to execute it with craft: identifying the right moments in the footage for each audience, editing cuts that felt native to each platform, and producing the HTML5 web animation.
The creative work was in the edit - knowing what to pull out of the footage for a food audience versus an outdoor audience, and making each cut feel intentional rather than repurposed.
Food and dining
BBQ, breakfast tacos, the food truck scene - built to make people hungry and curious before they even know they are watching an ad.
Outdoor activities
Barton Springs, Zilker Park, the greenbelt - for the outdoor audience that does not know Austin has this side.
Entertainment
Live music, nightlife, the cultural energy - cut for people who want an experience, not a destination.
Unique sights
The unexpected, visually striking, only-in-Austin moments that make people say "wait, where is that?"
The work
Long-form anchor. Short-form reach. Web intercept.
Long-form anchor
Visit Austin - You are in for a show
The long-form commercial that the entire campaign was built from. Every short-form cut traces back to footage in this piece.
Short-form social cut - Food and dining
Visit Austin - Food cutdown
Audience-specific cut targeting food and dining interest segments. Paced for social feeds, built to create craving before the viewer registers it as an ad.
Short-form social cut - Outdoor activities
Visit Austin - Outdoor activities cutdown
Cut for the outdoor and active lifestyle audience - the people who do not know Austin has a greenbelt, a swim hole, and miles of trails within the city.
Live HTML5 banner ad
Visit Austin - 300x600 web placement
The actual animated banner unit that ran as a web placement. Built in Adobe Animate to intercept browsers mid-session and redirect them to visitaustin.org.
Results