Making the Complex Simple

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/ About the project

This body of work focuses on one core goal, making complex products easy to understand. Through a wide range of video formats, the work introduced new features, explained sophisticated tools, and clarified how Mailchimp fits into the real workflows of growing businesses.

The films spanned short-form spots, platform explainers, integration walkthroughs, and longer-form narratives. Some pieces were built purely for clarity and education, while others used storytelling to show product value in context. Across every format, the emphasis remained the same, translate complexity into usefulness without oversimplifying or losing the brand’s personality.

From launching Mailchimp Stores with a concept rooted in free, to breaking down automations, content optimization, and integrations with platforms like Shopify and QuickBooks, each piece was designed to meet audiences where they were and help them move forward with confidence.

/ Engagement

As Creative Director, I led creative direction across this body of work, guiding teams from concept through execution across multiple formats and runtimes. The focus was on clarity, ensuring each video made complex features understandable, relevant, and useful.

The work was designed to perform across social, digital, and owned channels, balancing Mailchimp’s brand voice with straightforward product education. Together, the work formed a cohesive product narrative that helped Mailchimp feel approachable, confident, and genuinely helpful at every stage of the customer journey.

/ Credits

Client:

Intuit Mailchimp

Creative Director:

Carlos Escobar

/ Market

Global

/ Year

2022