— PROJECT NAME

Sapia en Simple

— ROLE

Creative writing

— DATE

April, 2019

In advertising, most of the time we don’t write manifestos, explosive creativity, or chase after some award. Advertising is about meeting objectives, and this freelance project was one of the least flashy of my career, but I’m proud of it for one particular reason. No one understood anything during the brief. No one except me.

They contacted me because “hey, you know about video games, you’re tech-savvy, so you’ll probably help us land our concept.” What followed was me meeting with three sales executives, already well into their careers, with super long PPTs and PDFs full of very technical terminology. They were looking for materials to help them explain to (slightly younger) administrators that their product was useful.

The concept seemed obvious to me: Let’s keep it simple. After extensive training, documentation, and personal research, I managed to reduce the long speeches from each area into videos that honored the concept. “Sapia in Short” (“Sapia en Simple” in Spanish) was going to be a section on their YouTube channel that simplified each sale into clearer concepts. I say “was going to be” because they never made more videos like the ones I left. To be fair, they were really hard to make due to the complexity of writing these scripts. But at least the executives were particularly happy with the delivery and the duration of our work together.