Vimeo Create

Context

Vimeo Create wanted to test demand for a potential new feature - Lock Screen Video - before investing in building it. The goal was to validate real user intent through performance creative.

What I Did

• •Wrote the script and storyboard
• •Cast talent and directed performance
• •Defined editing guidelines (pacing, clarity, structure)
• •Led iteration strategy and feedback to create multiple top-performing versions

Strategy

Treat the feature as real and measure intent - optimize for strong view-through, clicks, and in-app search behavior.