BuilT FOR TRUST
Client: Aurora Solar
On Aurora Solar's Sales Mode campaign, I served as an Art Director contributing to the creative direction and production of pre-roll videos, Google Display ads, paid social, and print. Targeted at C-suite executives, installers, and sales reps in the solar industry, the campaign promoted their Sales Mode product while also advocating that trust and accuracy was the best path towards increasing sales.
My role involved collaborating on video and static ad production, scripts, and managing creative assets to align with existing brand elements to stay within budget constraints.
Role: Art Director, Video Editor
Objective
The primary goal was to establish Aurora Solar’s Sales Mode product as not only a technically superior product but also as a tool that encourages responsible selling practices within the solar industry. By focusing on accurate property assessments, Sales Mode empowers solar panel installers and sales teams to prioritize earning customer trust. This approach positioned Sales Mode as a beacon of integrity in a competitive field.
Target audience
The campaign specifically targeted a diverse audience within the solar industry: C-suite executives, installers, and sales reps responsible for both residential and commercial solar sales. Our challenge lay in resonating with each of these groups and aligning the product’s strengths with their unique motivations and pain points through an multi-channel campaign.
Creative Process
To effectively reach our audience, I started by diving deep into industry trends and competitor research, focusing on solar sector challenges and opportunities. This knowledge informed the visual language and narrative, helping our team craft a message that would resonate with decision-makers and sales professionals alike. Market research from Aurora Solar provided additional insights, which we tailored into targeted, impactful ads.
Video cuts
30-second
15-second
6-second
Display ads
Broad audience
Installers
Sales reps
C-suite
Team
Agency: Ready State
Creative Director: Jodi Wing
Art Director: David Wong
Designer: Ben Durflinger
Video editors: Arturo Lindbergh, David Wong
Script: Clay Klusas