Videos We Make Here: Webflow
Welcome to Webflow’s Dream Big Week 2021
Ah, summer camp. Ropes courses, capture the flag, bonfires, friendship bracelets, ill-fitting shorts. If there’s ever a time we wish we could be at summer camp, it’s now. If I don’t get out of the house soon, my marshmallow is going to roast.
Well, campers, in this week’s edition of Videos We Make Here, we’re going outside to play at the 2021 Dream Big Week at Camp Webflow.
The ask
Webflow asked Uncubed to create a trailer and a series of vignettes designed to engage employees during their annual Dream Big Week, an event meant to inspire employees while profiling different teams and encouraging employees to invent creative solutions that can be added to Webflow’s offerings.
What?! Who is Webflow you ask?
Webflow provides a platform for designing, building, and launching websites, no coding knowledge required. They also create really cool tools for internet people, like this Color Contrast Analyzer that helps designers ensure a web page is readable by all. Hello, accessibility.
How we did it
Not gonna lie, we had a lot of fun with this one. The Dream Big Week is all about learning, challenges, creativity, and fun. Sounds a lot like summer camp to us, so we jumped in on the branding with Wes-Anderson-meets-camp-thunderbird-1987 video vibes.
There were six deliverables with this campaign: a trailer and five vignettes, all of them roughly a minute or less.
The trailer provides a general overview of the week and is intended to get participants excited about attending and creating. It introduces the structure of the camp and prompts viewers to take the next step: Plan their own programming for the week. Plus, it sets expectations for “campers”: Be punctual. Be a participant. Get personal.
The vignettes walk campers through activities and challenges of the week: a scavenger hunt, creative challenges, and a final game of capture the flag to close out the week.
At the end of the camp, participants come away with finished projects, physical things (OK, digital) they can show off. Just like camp, but without the iron-on patches.
Why this project is important
Seventy percent of Webflow’s workforce is remote, so creating a digital experience that feels connective and personal is totally necessary for this moment.
It’s not enough to send employees an email telling them to collaborate on a project. Everyone is sick of emails right now. Transporting employees to a new environment is a better way to show your workforce you’re invested in their growth and their happiness, even if it is more pixels than pine trees.
Camp is all about collaboration, exploration, and teamwork. We all need to feel a little more connected to each other. So that’s what we did.
Webflow raises the flag (and the bar) on engaging employees during annual summits
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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