Examples of editing, direction, & production

Here’s an overview of my favorite 30-second video pieces. Some started with a script, others with just a creative brief and a conversation. I’ve found that the best work comes from digging in with stakeholders, asking the right questions, and getting clear on what really matters to them. Whether I’m shaping a story from scratch or bringing a brand’s vision to life, I focus on making every second count and making sure the story truly connects.

For Palm Beach Tan, I directed, edited, and built the shoot from a loose brief. I handled props, wardrobe, hair, and makeup. We filmed in the US Virgin Islands. When the props were delayed, I had them shipped to my house and brought them myself. I still remember hauling all those bags down the docks. In the end, all the planning and schlepping paid off. The work earned me an Addy.

As Creative Director, I led the full brand relaunch for Icing Stores. Since Icing was often mistaken for Claire’s, our aim was to set them apart in a big way. This silent 30-second spot kicked off our “Naked Without Icing” campaign and made it clear the brand was heading in a whole new direction.

I was the Associate Creative Director for Web Pickup, Walgreens’ buy online, pickup curbside service. I developed the brand voice from the ground up, creating personas and shaping the story behind the service. My goal with these spots was to show people exactly how Web Pickup worked and how it could make everyday life a little easier.

This reel brings together a lot of the work our agency did for Southland Casino in Memphis. I took on everything from script writing to directing and editing. It’s a solid look at the range of projects and teamwork that went into each piece.

This one runs a little long at 42 seconds, but I had to include it. We shot in New Orleans in July, so it was hot and hectic, with multiple locations and plenty of moving parts. Still one of my favorites.