Creative Director, Marketing Manager, and Videographer based in Southern California
Intro
Marketing is about understanding how to connect with your target audience while interacting with the current cultural environment. Doing either without the other will lead to a disconnect between you and your consumer.
Work
Below is a collection of social, video, and branding content that I have been the Creative Director for over the past eight years in the space.
NBA ‘Misunderstood’ Series
By utilizing my abilities to research, video edit, and gain firsthand experience inside NBA arenas, I created a short series of video essays about the historical and current NBA players that I felt were most misunderstood in the cultural zeitgeist.
Have a Catch with top MiLB Prospects
Marketing a Minor League baseball team is more than just offering unique promotions, activations, and value. You also have to connect your fans with an ever-changing roster of players. Interviews are a good way to introduce players to our fans but they can be difficult for young ball players. However, all of them have had years of experience in communicating while playing catch with a teammate. This idea, along with my history in journalism, brought me to a series where I interview Storm players while “Having a Catch” in the hopes that this environment would encourage more honest and sincere answers from our players, better connecting them with our fanbase.
“Did You Know” Advertising series
Pulling the curtain back and revealing information that is unknown to the common fan or consumer is a good way to draw a potential customer in. Feeling like you are being given unique or hidden information can be a great hook. This was the basis for this particular pre-season advertisement series: offer fans baseball-related insights that are not common knowledge to keep them hooked, deliver a funny punchline, and advertise the upcoming season.
Turning Moments into Content
Whether it is an announcement that requires storyboarding, acting, filming, and editing, or an as-it-happens moment that simply needs a storyline to be pushed behind it, I have found that it is important to remember to utilize the unique behind-the-scenes information to my advantage. You can become desensitized to how interesting your particular business is when you are around it every day, but every organization has interesting moments or storylines to best draw attention to the brand.
Creating a Brand Design
I was the Marketing lead who was given the task of creating a new brand design for QuietCool Whole House Fans. This allowed me to work with a team, storyboard design concepts, collaborate with graphic designers, create a unified theme, and execute projects for hundreds of contractors across the country. This complete brand identity connected our organization with a look and feel that culminated in a company-best year in sales
My CV