Creative Direction: The Strique AI Launch Film
Creative direction for Strique AI's launch film. The product UI running throughout is the real interface, not a mockup.
Ad costs keep rising. The performance marketing workflow hasn't kept up. The brief was to make a film that captured that tension, then showed what changes when AI handles the execution.
I designed the product and directed the film. The same person who built the interface decided how it would first appear in public.
Product
Strique
My role
Creative Director
Timeline
June 2026
Skills
Creative Direction, Art Direction, Brand Filmmaking, Product UI Design
The Brief
Strique needed to reach performance marketers who had seen too many AI promises. The message had to do two things: name a frustration they already felt, then let the product answer it.
No feature list. No comparison chart. Show it working.
Creative Approach
The script builds slowly: the problem performance marketers already know, a pivot, then the product doing what it promises. You set the target. Strique handles the execution. Campaigns improve. Decisions compound. What took weeks now takes minutes.
The visual direction matches that rhythm. Clean product screens. Short cuts. No voiceover trying to do the persuading. If the product works, showing it working is enough.
End-to-End Ownership
The chat interface, the campaign briefing flow, the thought-branching component: all shipped product, not a mockup. Directing the film after designing the product meant knowing exactly what to show and what to cut.