Product Marketing

Product / Brand Marketing

Produced, creatively directed, and edited a product-focused video centered around one of Coupa’s latest AI-driven innovations.

As AI became more prominent across the market, it felt important to move away from traditional product release formats and rethink how we were communicating these updates. Instead of relying on feature-heavy messaging, this piece was built around an expert-led approach placing a subject matter expert at the center to guide the audience through the product in a more natural, conversational way.

This shift helped bridge the gap between product marketing and the product itself making complex ideas easier to understand while creating a more engaging and credible experience for the viewer. The format also established a foundation for future product storytelling, blending clarity, education, and narrative into a more scalable approach for communicating innovation.

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