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 built the creative framework for this—a content spectrum that gave the team a shared language for matching approach to budget, and then made sure each tier actually delivered.
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 kept us on budget.
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.
We built a video template designed to scale: strong structure, motion graphics, energetic music. Just swap in new content and the ad is ready. What started as one influencer partnership became a repeatable production model.
THE IMPACT:
~$100K saved
compared to previous years' production costs.
A repeatable model
The content spectrum, vendor relationships, and template structure are now part of how the team works.
Proof of concept
Employee talent shoots let us test and learn before committing budget to influencer days. That discipline shows up in the work.