RESPONSIBILITIES
Product Marketing
Audio production (AI voiceover, sound mixing)
Scriptwriting & Content Planning
Motion Graphics
Video Editing
Graphic Design
THE PROBLEM
Cravin wanted to increase awareness for its CRM product under the Cravin Food vertical. The objective was to clearly communicate the product’s interface, features, and value proposition through an explainer video that could live on the website landing page and function as reusable marketing collateral across multiple communication channels.
I collaborated closely with the Founder and CMO to align product presentation with messaging.
Pre-Production
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Coordinated with the Cravin team to understand how the CRM works and how each feature delivers value to end users.
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Attended multiple product demos to identify key workflows and differentiators.
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Mapped core features to real-world use cases and created a structured blueprint for the explainer narrative.
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Wrote the complete voiceover script, ensuring clarity, simplicity, and alignment with Cravin’s brand tone.
Post-Production
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Edited the explainer video in line with Cravin’s brand guidelines.
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Designed and integrated motion graphics to visually explain product flows and features.
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Generated AI voiceover using ElevenLabs for a clean, scalable narration style.
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Performed sound mixing and color grading to deliver a polished, platform-ready asset.
Results
1.04K
Website Traffic within 2 Months Of Uploading Video
5.6%
Increase In Click-through rate (CTR)
2.5×
Increase In Free Trial & Demo Request
The explainer video played a key role in improving product comprehension and guiding users toward high-intent actions.
Summary
For Cravin, I delivered a product-focused explainer video that translated a complex CRM interface into a clear and engaging walkthrough for the Cravin Food audience. By combining product understanding, structured storytelling, and high-quality post-production, the video strengthened product awareness, improved on-site engagement, and contributed directly to increased demo and free-trial conversions.