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An event marketed so well, attendance doubled


  • Marketing
  • Video Storyboarding & Creative Direction
  • Branding

Microsoft Aspire is an onboarding experience designed to empower and advance recent engineering hires who join the company after graduation. Aspire’s Discover My Career event is intended to increase retention rates among those hires by offering opportunities for professional development, encouraging participants to think beyond the boundaries of their current roles, and enabling them to discover career possibilities across Microsoft’s ecosystem.

Electric Pen was tasked to generate excitement about the event with components like a sizzle video, SWAG, email design, experiential marketing, on-campus posters, and a brand-appropriate logo mark. We created “disrupters”—including a mobile vendor who handed out ice cream sandwiches to invitees— that drove registrations amongst an audience typically hard to move from behind their desks.

A collage of diverse products showcasing Discover My Career 3 promo items.

Video Planning


Align creative brief with Microsoft Aspire's overall goals


Develop storyline and interview questions to bring the story to life


Storyboard the concept to provide direction for the video team


Oversee the shoot and editing to line up with objectives

Crafting a Story

Research shows that a branded video is the most memorable type of content shared by companies. Videos take static material and bring it to life, adding a human element that can emotionally connect people with a brand. It's estimated that videos will comprise over 80% of all internet traffic by 2021.

A sizzle video was created to raise awareness of Aspire's services, engage people for the next event, and be used for years to come.

To get started, our team aligned our creative brief with Aspire's overall goals, constructed a storyline, prepared interview questions for the key staff, and designed storyboards to provide direction for the videographers. We oversaw the shoot to ensure there was a cohesive story. And to make certain the video met objectives, we managed the editing.

A page with various images and text.

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