As CD on this campaign, my biggest contribution was simply giving the concept a fighting chance. The client wanted something fresh and different, not the usual b-roll footage of dreamers and wantrepreneurs working passionately to bring their ideas to life. When every client loves the initial concept presentation and then gets worried about pulling the trigger, you know you're on to something.
Side note: A handful of negative comments appeared on the client's social feed right after this campaign launched, but we convinced them to stick with it. A week later it had become one of HostGator's top-performing YouTube campaigns, and the client's biggest challenge was finding more money to invest in the media buy.
Role: Creative Director