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Workplace Learning Studio

Short-form Creative:
Concept Campaigns

A course only works if people show up ready. These are the launch campaigns I design alongside my training: short pieces that build momentum before go-live and make one idea stick. All clients shown are fictional concept work.

Concept project · Pacific Crest Airways (fictional client) · 35-second go-live sizzle reel, 16:9

Last Night of Paper

Last Night of Paper

15-second cutdown of Last Night of Paper.

The brief

Audience
900 aviation maintenance employees (technicians, planners, supervisors) moving from paper work cards to a new digital platform.
Objective
Build confidence and urgency before go-live night, and point every role to their training path.
Channel
Hangar and break-room screens, the pre-shift huddle, the intranet, and the all-hands kickoff.

The idea

Treat the last night on paper as an event: tension at the start, momentum through the middle, one clear moment when it all changes.

Creative decisions

The opening: A quiet hangar, a ticking clock and a pen on a paper card. The first line, “Tonight is the last shift on paper,” turns a system change into a moment people will remember.

The rhythm: The montage cuts on the beat, and four short words carry the scale of the change (8 weeks. 900 people. 3 roles. 1 night.), so it works on a muted screen as well as it does in a huddle.

The payoff: Each role sees their own screen and their three moves, then the music drops out before “Tuesday, 22:00. TailTrack goes live.” The ending is a date, not a slogan.

What I’d test

Proposed, not results.

  • Training path starts in the week after the kickoff screening, by role
  • The 35-second cut against the 15-second cut on hangar screens (recall of the go-live date in a pulse survey)
  • Pre-shift huddle questions in go-live week, compared with a text-only announcement

Process

  1. 01Brief
  2. 02Footage search
  3. 03Selects
  4. 04Rough cut
  5. 05Revisions

    Reviewed about 100 stock clips and kept 15. Cropped a real airport sign and softened partial airline lettering so no real carrier appears. Moved the opening line off a bright shot and added a scrim for legibility. Re-spaced the end card.

  6. 06Final

Credits

Concept, creative direction and final approval: Brett Johnson, Workplace Learning Studio.

Edit, color grade, motion graphics and interface screens: built in code with AI assistance (Claude), directed and reviewed by Brett.

Music and sound design: original, synthesized for this piece.

Footage: Pexels contributors, used under the Pexels License: Joerg Mangelsen, Pressmaster, Anastasia Shuraeva, Swapnil Shiwalay, Mikael Blomkvist, Alexandr Shorban, Dmitriy Shulyak, Pavel Danilyuk, cottonbro studio, Mikhail Nilov, and K.

Typefaces: Inter, Instrument Serif and JetBrains Mono (SIL Open Font License).

TailTrack screens are illustrative mockups. Real airline names, liveries and signage were cropped or softened out of the footage.

Pacific Crest Airways and TailTrack are fictional concept work. No campaign results are claimed.

Concept project · Harborline Financial (fictional client) · 18-second vertical launch ad

Don't paste that.

Don't paste that.

Hook B: Would you send this? English captions available.

The brief

Audience
1,800 non-technical employees at a regional bank who just got an AI assistant.
Objective
Get them to start the 25-minute Prompting with Purpose course in its first week.
Channel
Internal mobile feeds, intranet, and digital signage. Designed to work with the sound off.

The idea

Freeze the exact moment before a common mistake, then show the four habits that prevent it.

Creative decisions

The hook: The first second shows a real-looking mistake in progress: a client’s account number heading into an AI prompt. The freeze on “Don’t paste that.” creates the tension instead of explaining it.

The story: One prompt carries the whole ad. It gets protected, structured, fact-checked and made personal, so every step shows the course’s four habits in action rather than listing them.

The payoff: The end card turns the four steps into a rhythm people can repeat (Protect. Prompt. Probe. Polish.) and gives one clear next step.

What I’d test

Proposed, not results.

  • Hook A (the mistake in progress) against Hook B (“Would you send this?”) on three-second hold rate
  • Completion rate for the 18-second cut against a 12-second cutdown
  • Course starts in week one from the ad’s link, compared with an email-only launch

Process

  1. 01Brief
  2. 02Storyboard
  3. 03Rough cut
  4. 04Revisions

    Reduced the hook zoom so text stayed inside the frame. Rewrote a caption that wrapped badly. Added an empty-state prompt so the screen felt real. Darkened the freeze so “Don’t paste that.” reads instantly.

  5. 05Final

Credits

Concept, creative direction and final approval: Brett Johnson, Workplace Learning Studio.

Production: animated in code and rendered with AI assistance (Claude), directed and reviewed by Brett.

Music and sound: original, synthesized for this piece. Typefaces: Inter, Instrument Serif and JetBrains Mono (SIL Open Font License).

The assistant screen is an illustrative training mockup. The name and account number are invented.

Harborline Financial is a fictional client created for concept work. This piece was not commissioned by or produced for a real organization, and no campaign results are claimed.

Pacific Crest Airways, TailTrack and Harborline Financial are fictional, created for concept work. These pieces were not commissioned by or produced for real organizations, and no campaign results are claimed. Stock footage is used under the Pexels License, and no person or brand shown endorses this work.

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