The Goal

Every trade show booth needs a reason for people to stop walking. Every webinar needs an opener that signals “this is worth your time.” And every sales team needs something they can point to and say “that’s us.” The Hawk sizzle video was all three — a high-energy intro designed to set the tone before anyone said a word.

The Plan

An older sizzle video existed but was out of date and didn’t tell the full story. Rather than start from scratch, we’d refresh and rebrand it: updated messaging, tighter edit, sharper positioning. Fast to produce, high impact.

The Process

I scripted the updated version, provided creative direction throughout, and gave notes at each revision stage. The goal was a video that felt current, confident, and distinctly Hawk — not a generic fintech highlight reel. (There are enough of those already.) We collaborated with a video editor to bring it together, working through cuts until the pacing and messaging felt right.

The Results

The video got used constantly — at trade show booths, at the top of webinars, and anywhere Hawk needed to make a first impression fast. No hard metrics, but consistent deployment across high-stakes touchpoints is its own endorsement.

The Learnings

• A sizzle video is only as good as its script. The visuals get attention. The words do the work. Getting the messaging right before touching the edit saved significant revision time downstream.


• Refreshing existing content beats starting from scratch when the raw material is solid. We had footage. We had brand assets. The old video just needed updated messaging and a tighter edit. Knowing when to iterate vs. rebuild is a real production skill.


• “Used constantly” is a meaningful success metric for sales and event content. There are no impressions to report, no click-through rates to cite. But a video that lives on a laptop and gets played at every booth, every webinar, and every pitch? That’s doing its job.