I led the internal production for G-P's presence at SHRM, one of the largest HR conferences in the industry, where we needed to showcase our full product suite—Gia (our agentic AI tool), EOR (Employer of Record), and Contractor solutions—in a way that cut through the noise of a crowded trade show floor.

The challenge was creating distinct yet cohesive video content for each product that could work across multiple touchpoints: large-format displays at our booth, social media amplification during the event, and post-show digital marketing. Each product required its own narrative approach—Gia's intelligent automation, EOR's compliance and risk mitigation, and Contractor's flexible workforce management—while maintaining a unified brand story about how G-P enables global growth.

I partnered with the creative and copy lead to develop the creative strategy and visual direction, coordinating our internal creative team and contract production partners including designers, copywriters, editors, and motion designers. Managing tight timelines and evolving stakeholder feedback, I facilitated alignment between product marketing, events, brand, and executive leadership to ensure each video hit the right tone and messaging for our target audience of HR decision-makers.

The result was a suite of high-impact video content that drove engagement at the booth, generated social buzz during the conference, and provided evergreen assets for our sales and marketing teams to use long after SHRM wrapped.