Video Storytelling
At age 14 I wrote, directed, edited, and then submitted an anti-smoking PSA to MuchMusic and experienced the thrill of seeing it air on television. Yes, it had original music. I can still sing it.
Working with the teams at Google (YouTube) and Facebook, I ensured content followed best practices no matter the platform or device. Synced-to-screen voice-overs, bold graphics, accessible supers—they’re my favourite tools for storytelling.
Communicating a Brand or Product
I’ve launched, relaunched and rebranded 100s of brands and products. Video plays a huge role in awareness whether it’s a well-known name or, in the case of CORE LIFE, a newly-formed private label. These spots drove home the value and style ethos, as well as driving greater brand confidence in Hudson’s Bay.
Platform-Specific
For this Bay Days sale video we brainstormed with our partners at YouTube on how to make the most of the Masthead placement our media team had secured. I concepted and wrote this 30-second spot that played on YouTube trends at that time (October 2018). In its single day on the Masthead it far outperformed other Masthead videos with over 400K views, and by the end of the two weeks (some days promoted, some not) it had 2.5 million views. It resulted in Bay Days sales numbers Hudson’s Bay had not seen in years.
Storytelling With Graphics
While graphics-only videos are often chosen because of a lack of resources, I find them a pleasure to concept and write. I love working through the puzzle of priority and timing.
Stills + Supers
Similar to graphics-only, sometimes you need to get creative with the assets you have. It helps when they’re beautiful stills. And I love to create engaging stories though supers.
Instructional Scripts
I’ve been lucky enough to bring the knowledge and viewpoints of many experts to life through the scripts I’ve written. I am an expert at taking their unique voice, covering off the strategic goals of the client, and ensuring the script is engaging and informative for the viewer.
Worldbuilding
Back to School is a cluttered market. In 2018 boybands like BTS were making the idea of super groups cool again, the Spice Girls were reuniting and the ’90s were everywhere in fashion. To attract Gen Z, I created a fictional Bay High (à la Saved by the Bell’s Bayside) with a Battle of the Bands (thanks for the idea Riverdale) and two competing groups: The Back 2 School Boys and The Stripes Girls. Their rivalry played out across social media and we spotlighted each member’s individual style in 6 second spots to show the diversity of Hudson’s Bay’s fashion offering.
Contributors
Hudson’s Bay Creative Marketing, Atlantica Content, A+ Creative, Ante Kovac, The Young Astronauts, and many more.