Guild: Product Videos
Role: Creative Direction, Design, and Editing
Guild needed a clearer, more scalable way to explain its product suite across the website, sales conversations, and paid marketing channels. I led the creative development of a suite of product overview videos designed to articulate the value of Guild’s three core products — Guild Grow, Guild Academy, and Guild Navigator — in a way that felt simple, human, and easy to understand.
The creative approach moved away from traditional software walkthroughs and put the focus on the people Guild serves: employees trying to take the next step in their careers, and HR leaders trying to build a more adaptable workforce. Product UI was used intentionally as a supporting layer rather than the centerpiece, with motion graphics, restrained on-screen text, and modular story structures helping clarify the product value without overwhelming the viewer.
Each video was built as a flexible campaign asset, including a 1:30 hero version along with 60-second and 30-second cutdowns for retargeting, sales enablement, web, and channel-specific use. The result was a cohesive video system that helped Guild explain what its products do, why they matter, and how they support workforce transformation — while giving Marketing and Sales a more polished, consistent way to tell the product story.
Results & Impact
70% average viewer retention across the video series
85% retention on the highest-performing video
Delivered 16 total video assets for web, sales, and marketing
Created a scalable motion system reused across future product content
Supported sales enablement across 100+ customer conversations
Creative Approach
Instead of relying on full product screenshots or lengthy UI demonstrations, I deconstructed the interface into its most meaningful moments. Individual UI components were carefully selected, isolated, and layered directly into live-action footage, allowing each interaction to be experienced in the context of a real customer's journey. By revealing only the information that mattered at each moment, the videos reduced cognitive load, transformed complex workflows into intuitive visual stories, and made the product feel approachable without sacrificing accuracy.
Deliverables
1:30 hero videos for deeper education on product web pages
60-second versions for sales conversations
30-second versions for paid and retargeting
Industry specific (healthcare, fintech, manufacturing) versions per video
A modular system that reduces the need to start from scratch for new video requests
