InVision captures the spirit of creative collaboration with fun-filled top-of-funnel content.

When an online whiteboard and productivity company asked us to create some bold and fabulous top-of-funnel content that was as cool and fun as their product.

The client

We love InVision. Not only have they taken the crowded online productivity market by storm with their insanely great Freehand whiteboard. But when they reached out to us to help promote it, they gave us complete creative freedom to do it. Dream brief, right? We thought so.

The crux

From the moment they got started in 2011, InVision’s mission was clear: make work more collaborative, inclusive and impactful. They started with an online platform that design teams could use to collaborate from anywhere. And it took off like a rocket.

But as more teams started working remotely, InVision got the itch to serve more than just the design department. So they created Freehand – an online whiteboard and productivity tool that cross-functional teams could use to collaborate, bringing people from all-reaches of an organization into the creative process.

The trouble was, the market was already at saturation point, with competitors like Miro and Mural having made major inroads into the digital collaboration space.

The Freehand whiteboard needed to stand out. Big time. So we said we could help.

The strategy

Let’s get one thing clear: Freehand is fucking cool. It’s one of those rare productivity tools that really delivers on its promise – and we know, because we used it to collaborate amongst the Velociraptors throughout the brief.

It’s fun, intuitive and truly helps to push the boundaries of creativity. We needed to translate this feeling into a top-of-funnel, big-appeal content piece that would show prospects the limitless possibilities of Freehand, rather than simply talking about them.

We needed to target both enterprise buyers as well as non-designer end-users, who hold a massive influence over the purchase process but probably aren’t familiar with Freehand. And InVision had told us their enemy was “fake collaboration” – so we wanted to show something really real. Like really, really real. For reals. (Ok, I’ll stop).

So our idea was to show Freehand being used as the central collaboration hub for a new product launch, and home in on three three stories that would showcase its dynamic features helping a team achieve their goal.

Kick-ass creative

We produced three videos that customers actually use Freehand for: a product launch, a brainstorming session and a hackathon.

Each video showed super-sped-up Freehand sessions, using effects, animations and a mix of live and stock footage to make features pop and bring the sessions to life. And because we used Freehand as our own collaboration tool during our ideation, we knew exactly what to focus on.

Video 1: PoGogo

We wanted to emulate a crazy product launch that takes the world by storm – capturing all the energy, frenzy and wild success that comes with the territory. It had to be fun, funny and chaotic, so we went for bad dubbing, Monty Python-style mouth movements, cheesy banjo music and OTT americana newsreader style V/O. It’s weird. It’s wonderful. But most importantly, it captures the unique creative joy of using Freehand.

Video 2: The Hackathon from Hell

This video really dials into the fact that you don’t have to be ‘a creative’ to use Freehand to collaborate. It follows Aga, an accountant who contributes massively to a creative brainstorm. And features a mix of CGI and live footage – which the eagle-eyed might notice was filmed at the Poppy Factory – a.k.a. Velocity HQ – and features a cast of our finest Velocitoids.

Video 3: Bright Green Sticky

You know the film within the film? Well this was our version: the campaign within the campaign. Within the video. (Agh, we’ve confused ourselves again.) The idea was to show a team launching a campaign within a Freehand board for a big event like (but not actually) the Superbowl. This was tricky, because first we needed to come up with the creative idea for the video itself, and then the idea behind the campaign that the team came up with within the video.

Still confused? Give it a watch. It all makes sense. And it’s pretty darn good, if we do say so ourselves.