The story
Function with feeling.
So the work had to make people feel something about Spaces before they'd ever used it.
The hero film was an abstract showcase of the Spaces UI rather than a walkthrough. It sold the feeling of belonging to a creative community that finally had somewhere to gather. Function with feeling: all features would have felt like a tutorial, all aesthetics would have felt hollow.
I developed the visual language from mood boards through to the film, built to work for active users, professional creators and the curious but unconvinced. The landing page carried the film's tone, so the journey from content to sign-up felt like one thing rather than a hand-off.
+48% membership sign-ups. All organic.
