Potential ClassPass customers wanted more information about the product before they signed up for it.

Why? ClassPass is a fitness membership that connects you to thousands of gyms and studios around the world on a single app. Basically, you can book any workout, any time, anywhere. But since the product is one of a kind, it’s hard to visualize how that works.

The solve? A product demo video that people actually want to watch.

Starring: easy-to-understand language, vibrant colors, and adorable illustrations. With almost 1 million views, it easily became ClassPass’ most watched video. The best part? Recent testing has shown that more and more people are starting to understand ClassPass before they sign up for it (which means they’re more likely to stick with the membership for longer).

My role?

• Concepted. I worked one-on-one with ClassPass’ in-house designer to develop 3 different directions by fleshing out moodboards, storyboards and messaging.

• Wrote the script. I came up with 3 different directions for scripts, and worked with ClassPass’ in-house designer and creative directors to make the strongest one come to life.