video
I have extensive experience developing concepts, crafting scripts, conducting interviews, and executing creative direction for video. In fact, it’s one of my favorite types of content to create!
pETIVITY - HERO SPOT
To support the launch of Purina’s Petivity smart tech brand, I developed a campaign rooted in a feeling that is deeply resonant for pet owners: If I had known something was going on with my pet in that one moment, how might their story have been different?
Petivity aims to help pet parents detect early signs of health problems in their pets. So while the topic was heavy, we worked to strike a tone that didn’t feel despairing, but hopeful. We conducted interviews with real pet parents and harnessed their powerful and relatable stories to create a spot that invites pet owners to reimagine what the future of pet care could look like.
Petivity smart litter box monitor spot - “Give Your cat a voice”
This spot served as the cornerstone of the brand’s launch campaign for its inaugural product, the Smart Litter Box Monitor. Because this was not just a new type of product for Purina, but for the marketplace in general, we faced a unique challenge in communicating its benefits and functionality while also telling an emotionally compelling story.
purina beyond connected tv spot
Together with my art director partner, I developed a campaign for Purina Beyond Pet Food to be trafficked across connected tv platforms, including Youtube and Hulu, and on paid social channels.
The concept anchored on the idea, “You see them like no one else does. So feed them like no one else can,” emphasizing the pet owner’s expertise and how Beyond makes it possible to customize their pet’s bowl.
This video was produced during the pandemic, and I provided direction remotely via live video throughout the shoot, which was an interesting challenge! In testing, this video achieved the highest scores the brand had seen to date.
a day in the life - Cecilia
The goal of this video was to give Noonday Collection customers and followers a deeper look into the life of one of the Artisans who creates their handmade jewelry styles.
With the help of a translator, I conducted the interview with Cecilia in her home in Guatemala, directed visuals, and collaborated with our in-house videographer to edit the video into a mini-documentary style piece.
shine conference opener
This video was created to open Noonday Collection’s Shine Conference, where Noonday Ambassadors (sales reps) come together from across the country.
I scripted this video based around the conference’s theme of “Bold. Brave. Go.” The video was intended to inspire attendees by sharing key impact stats and build excitement for the weekend’s speakers and activities.
“What If” Campaign Video
The goal of this campaign was to generate sales rep leads through paid digital advertising. I developed the concept and messaging for this campaign and wrote the script for the video that served as its anchor.
The results were 40,000 video impressions and 3,000 unique landing page visitors who were funneled into the email series and invited to join our sales team on a live webinar.