Your brand's story is told through every post, video, and comment on social media. But how do you ensure that your brand's identity is not just present, but powerful and persuasive across different platforms?

I partnered with Sephora to help infuse their UGC videos with brand building tactics to engage and enhance brand recognition and brand loyalty. 

Using their brand guidelines and leaning into evergreen trends on TikTok I created elements and edits that were more powerful than cool graphics and decorations. Strategic use of consistent brand elements laced throughout the video such as logos, typography, color palettes, etc. We created an engaging ad that teased the viewers to find out more without suffocating the viewer with a bombardment of COAs.

Embracing the latest trends while maintaining brand consistency is crucial. It's about being relatable and relevant, showing your audience that your brand understands and values their interests.

The result is an engaging video seamlessly intertwining brand alignment and relatability.

As a remote video editor, it's a rare treat to work on a local production, especially one that showcases the beauty and spirit of Asheville, North Carolina - my hometown.

This project was a collaborative effort with the incredibly talented Jan Balster (DP) and Erin Derham (Director), who brought their vision and expertise to elevate the scenic city of Asheville to new heights. The challenge? Integrating custom-shot imagery with local B-roll and stock footage to create a seamless visual narrative that didn't feel like the generic paddleboard and craft beer mountain scape of every other southern city's video campaign. Through meticulous color correction and tone matching, we aimed to capture the essence of Asheville in every frame. We used spoken word and real images of ideals that Asheville is known for to bolster its story.

Asheville's allure comes from its blend of natural beauty, vibrant arts scene, and welcoming community. It's a city that offers something for everyone, from breathtaking landscapes to a thriving culinary scene. Proud to contribute to a project that celebrates my hometown's unique charm.

The result: A piece that resonated so deeply with the client, it found its spotlight during the Oscar's broadcast!

Navigating collaborative workspaces with multiple teams can sometime be a challenge, but it's one that I love and embrace. When approached by Coursera for an internation ad campaign that conveyed convenience and accessibility there were multiple teams from all over the world who wanted their voices heard and their visions realized.

Two videos were shot with a "spray down" approach, meaning they shot anything and everything possible, and it was up to me to bring the teams together and achieve a creative direction that meshed with everyone's approach. No easy task when attempting to tell a cohesive narrative while setting a clear tone.

I brought all the team's visions to life with two separate portrait edits from India and South America that identified their users and told their story.

The end result: both videos ended up being full blown ad campaigns that were later adapted into multiple versions to be spread across all social platforms that eventually generated over 10 million organic views.