Resourceful by design
ZIPCAR CONTENT CREATION
THE OPPORTUNITY:
Turn creative constraints into innovation by finding new, smarter ways to make content that stretches budgets and scales further.
MY ROLE:
I led the creative direction for this content model, supporting my art directors and building a more flexible, resource-smart way to produce strong work.
Created a content spectrum to easily align on the right content approach for each project and budget
Collaborated with the social team to select and brief professional influencers/content creators
Oversaw casting and sourcing to ensure the right talent and energy for each shoot
Stepped in on set as needed, supporting styling, props, and overall creative execution
Led vendor negotiations, contracts, and scopes of work to maximize budget and production value
Content spectrum
CRAFTED PHOTOSHOOT:
Everyday errands
We wanted to refresh our photo library with images that better reflected one of our biggest use case—errands. Using the team as talent allowed us to stay flexible and cost-effective, and art-directing ourselves came with both pros and cons. Incorporating fun scenarios and props over 2 half-day shoots gave us a fresh set of visuals that can easily scale across paid social and member communications.
Working closely with our photographer, we were able to agree on some ways of working which were resourceful but didn’t sacrifice on quality. Taking all the pre-production and location scouting in-house saved time on the photographer’s side, which in turn kept the cost within scope.
INFLUENCER CREATIVE CONTENT:
In their element
Partnering with influencers to create content to be used in paid social resulted in our highest performing creative. To build on that momentum, we captured a mix of video (with and without audio), talking-point clips, and stills, creating mini content libraries we could easily scale. By centering trips around their real routines and interests, the content stayed authentic and relatable.
Collaborating with a flexible video editor was key to making the video template scalable. By designing a strong overall structure with motion graphics and energetic music, we created a foundation where swapping in new content instantly produced fresh, ready-to-go ads.
THE IMPACT:
Valuable learns
On set, it’s easy to miss details when everyone is wearing multiple hats. Testing with employee talent allowed us to identify what worked and what didn’t, ensuring we were fully prepared for shoot day.
Saved $
This approach saved us almost six figures compared to previous years, freeing up resources for other projects and proving that we can deliver more with less.
Trusted partners
This approach relied on agility across the board. By strengthening key partnerships, we ensured the process was both efficient and effective, setting us all up for success.