The Event Effect was a brand concept I wrote in 2014 for a video to be released during a CMO event and designed to test the market for new humanistic messaging related to why we are in events. This was different than Cvent messaging of years prior which focused on features and function. It was an immediate success and became the basis for all new brand messaging moving forward. It is one of the most viewed Cvent videos of all time.

Client: Cvent

Role: Creative Direction, Script Writing

Execution: Internal Video Team