Branded Content

CREATIVE DIRECTION: Teams included copywriters, designers, film crew, editors

Catching a brand’s story is a joy. I guide teams to seek out the thread that tethers people to a mission or vision, and pull. The resulting stories show the “why” behind the work. I hope you enjoy watching as much as we enjoyed creating them.

Behind the scenes: (1) This zero-waste facility was pristinely clean and beautifully lit. I don’t know whether it was the foam-smashing machine or the bright yellow pulleys and levers, but the inspiration for much of this b-roll actually came from baking shows. Watch it again, and imagine a layer cake. (2) Never underestimate the value of a spotter. In my rush to wrap before we lost our golden hour light, I stepped backward and was caught by a member of the film crew instead of landing, cartoon-style, in a cactus. (3) When someone’s camera had a worn-out shoulder strap, the R&D team custom-fit a foam replacement that lasted the rest of the shoot. That’s innovation, y’all.

Behind the scenes: The way locals tell it, this first U.S. location was selected in the 1980’s because of a clever move of the state’s governor at the time. Instead of the ritzy, glamorous wine-and-dine itinerary planned by most locations, she bucked the system and fed her international guests a KFC picnic that sealed the deal. True or not, it sounds delicious.

The three shorts below each pair a recent graduate with a mentor. Together they share how their stories intersect, highlighting the richness of alumni relationships and their potential for career impact. Behind the scenes: the baseball/poetry spot was my first solo effort as a creative director.