Storytelling Strategy
American Minute
Communicators were looking for an additional tool that would help them in times when words simply weren’t enough.
Thus, American Minute was born. A video series concept that breaks down complex topics and shows customers things best understood when seen.
Project Title: American Minute: Breaking Down Complexity Through Storytelling
Objective: To create a short-form video series that simplifies complex topics into concise, visually compelling storytelling. Designed for communicators, this tool provided an engaging way to educate customers, employees, and media on key concepts—turning intricate ideas into clear, memorable content.
My Role:
Concept Development: Created the American Minute format, emphasizing clarity and brevity (one-minute episodes) to deliver complex information in a digestible way.
Creative Direction: Led video shoots, animations, and content development, ensuring the series aligned with brand messaging and storytelling standards.
Production Oversight: Managed timelines, budgets, and execution, ensuring each episode adhered to the overall strategic vision and communication goals.
Strategic Communication: Defined storytelling parameters, ensuring topics were relevant, engaging, and properly framed for various audiences.
Problem Solving: Navigated content challenges, ensuring each topic remained concise yet informative, while avoiding over-simplification.
Challenges & Considerations:
Content Curation: Carefully selected which topics fit the format, maintaining a balance between depth and brevity.
Clarity vs. Detail: Ensured messaging remained engaging yet technically accurate, making complex information more digestible without losing integrity.
Outcome & Impact:
Engaging Storytelling – Produced a series of videos that effectively explained complex concepts, including aviation safety (HEPA filters) and international travel regulations (COVID-19 testing kits).
Broader Audience Reach – Enhanced communication efforts, improving understanding across customers, employees, and media.
Strategic Brand Value – Positioned American Airlines as an innovative communicator, turning technical topics into compelling brand storytelling.