Video
Build on Supermetrics video series
A four-part launch series making a developer API matter to agencies and product builders.
Project background
Most product launches come with a brief and a deadline. This one came with a product most people didn't fully understand yet, and four audiences who needed to care about it for completely different reasons.
Build on Supermetrics is a developer API that lets agencies and product builders launch data products under their own brand, without building the data layer themselves. Technically interesting. Not obviously exciting — until you find the right angle in.
I scoped it as four videos: hero, agency, product builder, and AI.
Each one standalone, each speaking to a different audience, all part of the same campaign.
My approach
I didn't start with the script. I started with an interview.
I sat down with Evan Kaeding and Outi Karppanen and listened — not for the feature list, but for the language they used when a conversation was going well. From that, each video found its angle.
Agencies needed to feel the ceiling first. The point where selling time stops scaling, where every new client is just more manual work. You started an agency to deliver expertise, not to run your clients' errands.
Product builders needed to see the iceberg. Everything underneath the surface, the API changes, the broken connectors, the 11pm maintenance, makes the case. The punchline wrote itself: we take care of the data. You ship the product.
Both scripts went through two creative directions each before landing on a final. Writing two directions forces you to find the stronger one.
The other challenge: Build on Supermetrics has no fixed UI. I worked with the motion designer to figure out what was worth showing, inventing a visual language for a product that looks different for every customer.
And before filming, I brought in our Head of Performance to review the storyboard and flag ad-ready moments. I wrote short-form versions in parallel so we came out of post with videos already built for ads, not retrofitted for them.
My role: Copywriter and production lead
Led creative strategy across all four videos: audience definition, messaging hierarchy, narrative arc
Conducted SME interviews to find the sharpest angle for each audience
Wrote two creative directions per video, then full scripts with on-screen direction and motion design briefs
Collaborated with the Head of Performance pre-production to identify ad-ready moments, and wrote short-form versions in parallel
Worked with the motion designer to invent the visual language for the product, deciding what to illustrate and how, since there's no fixed UI to show
On set during filming: coordinated schedule between videographer and on-camera talent, fixed copy in real time
Reviewed edits in post and gave feedback on music, motion accuracy, and UI emphasis