Clime is the leading weather app in the United States with over 8 million users.
To increase brand awareness and further cement Clime as the go-to weather app, we created seasonal TV ads.
My role: Concept, moodboard, script, storyboard, design review, project management
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Marketing requested a winter-themed ad to help inform the brand’s TV strategy for the upcoming year. The Creative Department was tasked with creating 15- and 30-second iterations.
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Clime appeals to casual users seeking local weather forecasts as well as to a more niche segment of weather enthusiasts — those interested in tracking severe weather events and climate trends.
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The goal was to translate the utility of the app to TV without defaulting to the UI-focused style of past creatives. We wanted to make something more human but could only use stock imagery.
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I pitched the concept “whatever winter means to you” — in other words, whether you love or hate winter, Clime will be there to keep you informed throughout the season.
How we got there
We managed the project in Monday.com
As is the case in any creative project, planning and organization were pivotal to our success. Alongside Creative Ops, I took the lead from a project management standpoint, helping to guide the process through every phase.
We brainstormed concepts
Members of the Creative Department’s campaigns team brainstormed concepts in Figma. I pitched the idea “whatever winter means to you” — winter means something different to everyone, but Clime will be there to provide key weather insights no matter what that association may be.
We built a moodboard
Also in Figma (where we did all of our pre-Studio work) the Art Director and I began to piece together the emotional response we sought to evoke with the ad. Although we weren’t able to cast an actor, we wanted the spot to feel more human and relatable than some of our previous UI-centric deliverables.
I wrote a few scripts
Once we settled on a mood and direction, I wrote scripts from various perspectives — a person living in the north, a person living in the south, and a child hoping for a snow day — and presented them to the wider team.
We built a storyboard
Alongside the Art Director, I assembled a storyboard, refining the script and accompanying visuals along the way to meet the desired 15- and 30-second length.
Once everything was ready to go, we handed the project off to a motion designer. We proceeded to review and provide feedback until the ads were ready to launch.
