portfolio > Multimedia Production
BRANDING & DIGITAL STRATEGY
AVEPOINT, Inc.
AvePoint, Inc. | Microsoft Partner Alliance
Branding & Messaging • Digital Advertising Strategy • Multimedia Production • Motion Graphics • Video & Live Event Coverage
Credits:
Will Johnson
ROLE
Art Director
Broadcast & Studio Director
Lead Motion Graphics
Lead Video Production
Marketing Strategist
Production Manager
PRINCIPALS:
AvePoint, Inc. Marketing Leads (c. 2018)
DUX SY | Chief Brand Officer
MICHAEL SEGNER | Sr. Director, Content & Comms.
CHALLEE BLACKWELDER | VP, Creative
JULIE LIU | Senior VP, Strategic Initiatives
DUFAN CHEN | Marketing Intelligence Specialist
TIMELINE
January - December 2018
Key Contributions
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Live Event Coverage & Industry Engagement
Directed photo and video production at Microsoft conferences and expos in Paris, London, and Washington, DC, capturing keynote moments, panel discussions, and industry insights to elevate AvePoint’s brand presence.
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Digital Storytelling & Content Development
Designed custom digital assets, scripted multimedia narratives, and structured content to enhance storytelling, branding, and audience engagement across AvePoint’s marketing strategy.
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Studio Production & Multimedia Strategy
Established and directed an in-house production studio, ensuring high-quality content creation for AvePoint and its partners. Managed studio operations to capture key industry conversations and brand messaging.
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Executive & Thought Leadership Messaging
Produced video campaigns, including From the CEO’s Desk and industry how-to series, amplifying leadership insights on emerging technologies and digital transformation.
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Recruitment & Training Campaigns
Led the APT (Agility, Passion, Teamwork) recruitment campaign, reinforcing company values through engaging multimedia. Created tutorial series to support internal and external adoption of new SaaS and cloud-based solutions.
Challenge
AvePoint needed compelling multimedia content to enhance its brand authority, educate clients on complex software solutions, and drive user adoption in a highly competitive industry.
Additionally, the challenge lay in navigating cultural and operational differences between U.S. and China-based teams to ensure a consistent creative vision and seamless production workflow.
With tight deadlines and evolving project scopes, I had to adapt quickly while maintaining a high level of creative quality and strategic alignment with AvePoint’s business goals.
Video: Will Johnson
Microsoft Decoded 2018 | London, UK
SOLUTIONS
To meet these challenges, I developed a streamlined multimedia production pipeline, allowing for cross-functional collaboration across multiple time zones.
Motion Graphics & Animation
Created sleek, engaging motion design assets that simplified software features, increasing clarity for both enterprise users and public sector clients.
Brand Storytelling
Designed visually compelling recruitment videos and thought leadership content, reinforcing AvePoint’s market position as an industry innovator.
Live Event & Conference Media
Provided comprehensive event coverage, producing real-time video highlights and post-event recaps to maximize audience engagement.
This approach helped AvePoint scale its multimedia output, delivering polished content across web, social, and in-person marketing initiatives.
Outcomes
& Impacts
Increased Brand Visibility
Enhanced AvePoint’s industry presence and thought leadership, positioning the company as a top Microsoft MVP partner.
Scalable Multimedia Strategy
Built an efficient production workflow, enabling the team to create higher-quality content at a faster pace.
Improved Software Adoption & Client Engagement
Motion graphics explainers & tutorial series helped demystify complex tech, making AvePoint’s cloud solutions more accessible to enterprise and public sector clients.
Global Event Presence
Successfully led live event and broadcast coverage alongside multimedia content creation for major tech expos in the U.S. and Europe, expanding AvePoint’s international reach.
Final Results
Press/Review
show samples
How-To Series
A step-by-step video series designed to educate users on AvePoint’s SaaS and cloud-based solutions, simplifying complex processes for seamless digital transformation.
From the CEO's Desk
Insightful video segments featuring CEO TJ Jiang, offering executive perspectives on the evolving tech landscape, business innovation, and modernization strategies.
re:DUX
A thought leadership series led by AvePoint’s Brand Manager, delivering expert analysis on Microsoft’s latest developments and their impact on enterprise and public sector solutions.
