Career Journey Film Series
FILM
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.
A Cinematic System for Career Transformation
Team
My role - Directing, Writing, and Co-Editing
Executive Producer - Jane Matson
Producer - Daniel Koga
Editors - Brent Holland and Evan Henkel
125M Marketing Reach
850K Unique Visitors
44% Completion Rate
Results
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 or vulnerability. 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, follows Merv Small, a Sydney-based hip-hop artist whose life took an unexpected turn into tech.
The Impact
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.
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.
“It’s the most emotionally resonant content we’ve created.”
Colin Fleming
EVP and Chief Marketing Officer
“It makes me proud to work for a company that changes lives like this. It’s a beautiful and moving film.”
Amy Lokey
EVP, Chief Experience Officer (CXO)
