Career Journey Film Series
FILM
A Cinematic System for Career Transformation
ServiceNow University set out to inspire five million new learners to build careers on the ServiceNow Platform. To do that, we needed more than marketing. We needed stories that would make people see themselves in these careers — and believe they could do it too.
Team
My role - Creative Lead. Specifically, Writer, Director, and Editor
Co-Editors - Brent Holland and Evan Henkel
Program Manager - Daniel Koga
Year: 2024–2025
The Challenge
The previous campaign relied on studio interviews, static backgrounds, and tightly scripted answers. While polished, it felt corporate and impersonal. Audience engagement was low, and the format left no room for depth, vulnerability, or cultural nuance.
I set out to design a new storytelling approach — one that led with humanity before brand.
The Process
I developed a cinematic storytelling system that gave viewers time to know the person — their struggles, dreams, and turning points — before introducing ServiceNow.
We cast six people from around the world whose journeys would resonate across our five target personas. I spent time with each candidate over Zoom to build trust, then crafted their story into an emotional arc that moved from struggle to reinvention to purpose.
On location, we filmed not just interviews but moments from their personal lives — family interactions, hobbies, recreated memories — weaving in old photos and home movies. The result was a collection of intimate, culturally adaptable portraits.
The marquee film, From Beats to Business, followed Merv Small, a Sydney-based hip-hop artist whose life took a new turn into tech. I directed, co-edited, and handpicked the music, ensuring every frame carried emotional weight.
The Impact
The series premiered at ServiceNow’s flagship Knowledge 2025 event, where Merv and I shared the stage to discuss his journey. Audience members called it their favorite session of the conference, leading to an encore appearance at the Sydney World Forum.
At World Forum Sydney, Merv joined ServiceNow’s CMO on stage, where they played a 2.5-minute preview of his film before their conversation — bringing his story to thousands of attendees and reinforcing its emotional power.
Campaign Reach
Brand Social: 94.4K reach · 343 engagements
Ambassadors: 1.08M reach · 672 engagements
Personal Boost: 6.4K reach · 114 engagements (highest engagement rate: 1.78%)
Internal leaders championed the work, sharing it widely. Amy Lokey, SVP, wrote:
“It makes me proud to work for a company that changes lives like this — and proud to be your friend. It’s a beautiful and moving film.”
The Career Journey Film Series became the new benchmark for ServiceNow University storytelling — proving that when you start with the human, the brand follows naturally.
Final Thoughts
This project reinforced a belief I’ve carried my entire career — that the most powerful brand stories aren’t about the brand at all. They’re about people.
By stepping away from polished corporate tropes and leaning into authenticity, we built something that resonated across cultures, connected with audiences emotionally, and elevated ServiceNow University’s mission.
For me, it was more than just a campaign. It was a reminder that if you earn someone’s trust and tell their truth with care, the impact will always go further than you expect.
““It’s the most emotionally resonant content we’ve created.””
