Art Direction and Video Production

This promotional video for Phenom, Girl Scouts’ national convention and largest event, was to drive registration and build engagement, conveying the excitement and synergy of our partnership with Disney. The challenge? I was only provided with official still images from Disney, with no video footage.

To overcome this, we strategically incorporated footage from past Girl Scout conventions with carefully selected stock footage that portrayed the sisterhood synonymous with GSUSA. We then integrated graphical elements of our new brand identity into each transition, ensuring the still Disney imagery had motion, and everything aligned seamlessly with the dynamic music track. By amalgamating these disparate elements, the video had a seamless flow of energy, resulting in a compelling and engaging promotional video that resonated with viewers and drove a meaningful increase in pre-registration.

In the official music video for 'The Climb,' I served as the creative director, executive producer, and artist, overseeing every aspect of production. The challenge of filming during the pandemic underscored the importance of location. After assembling a skilled crew of local professionals, including a director, cameraman, assistant director, makeup artist, wardrobe specialist, and key production assistant, I ventured to the open air of the Arizona desert.

From capturing breathtaking drone shots outside Gates Pass to creating a safe filming environment at the lively El Pais Motel and Campgrounds, the video embodies a sense of freedom and strength, drawing inspiration from iconic films like 'Fear and Loathing in Las Vegas' and 'Natural Born Killers,’ as it was depicted in my original storyboards. My vision and execution evoke the rebellious spirit, with every frame infused with energy and attitude, resulting in a Semi-Finalist in the MAGMA Film Awards.

The collaboration between Girl Scouts and DreamWorks' Spirit Untamed for 'Find Your Adventure' provided a unique opportunity to generate excitement and awareness of a major brand partnership, but with the challenge of merging DreamWorks' high-end animation with GSUSA still images.

In close partnership with an outside agency, I oversaw the integration of graphical elements from our new brand identity as animated frames around the static photography and messaging. The spots were woven with significant scenes and lines from the movie that perfectly align with the representation of those moments, while they harmonized seamlessly with the movie's score, conveying the spirit of adventure through both mediums and resulting in a beautiful promotional video that significantly increased engagement around this initiative.

For the official music video of the song 'Away From Me,' I faced the challenge of translating deeply personal experiences into visual storytelling. This song, born from the grief following the loss of my father, required balancing the need to honor the lyrics while conveying the importance of the song's inspiration. Opting for a lyric video, I employed animation to the lyrics against a backdrop of the view from a driving car to depict the song's narrative.

The view unfolds from a rear perspective of a drive, symbolizing the journey of moving 'away from' grief. As the lyrics unfurl, they mimic passing cars, alternating between tunnel and street scenes to evoke different emotional tones. Some words were placed to reflect their meaning, such as 'high' appearing at the top of the screen, and 'eye' shifting angles to the street below, conveying the idea that grief can be difficult to grasp or understand fully, like trying to catch something that's constantly shifting or changing.

The result was a poignant yet powerful video that resonated with over 12k viewers on YouTube, and a notable press feature. It serves as a gift to its viewers—a reminder that while the pain of loss is profound, the loved ones we’ve lost ultimately want us to find solace and continue living.

This promotional video for Girl Scouts x Hasbro's 'My Little Pony' for 'The Make Your Mark Challenge' aimed to impart valuable lessons on friendship and positive impact, attracting new memberships and renewals. The challenge? Seamlessly blending the fantastical world of My Little Pony with real-life Girl Scout experiences. A strategy was developed in collaboration with an outside agency, centering on the question: “What can a girl gain from a box of cookies?”

The video portrays a Girl Scout pulling items from a magical cookie box, each representing the benefits and skills acquired through being a Girl Scout. These items emerge from a bottomless box, accompanied by flickering blasts of animated embellishments, enhancing the sense of magic and excitement surrounding each pull. As the Girl Scout discovers the gains of her journey, the video culminates with her pulling out a mirror, revealing herself in uniform surrounded by new friends, including the flying ponies above. The result? A significant increase in new memberships and current member participation in the challenge activities.

As seen in The Fiore Escape section, this video needed to capture the intensity and uniqueness of these performances—the intricate details of the experiential design, and the electric energy of the city streets. With ground-level filming unable to fully convey the scale, I chose to exclusively utilize drone footage, allowing for sweeping aerial perspectives that immersed viewers in the full scope of the event.

Selecting the song All The Mychelles was pivotal, with its lyrics aligning seamlessly with key moments in the video—from "walking their dogs" syncing with passersby to "taking you home" coinciding with the slipping off of my jacket. Every transition was crafted to enhance the viewer's experience, with guitar riffs punctuating screen shifts and visual hits of the drum beats highlighting the live drummer playing in my bedroom window.

The resulting video garnered 6.6k views on YouTube and continues to serve as the primary sizzle reel for The Fiore Escape, laying the groundwork for its next iteration in 2025.

In collaboration with Warner Bros.' DC Super Hero Girls, this video was designed to inspire and empower, showcasing the partnership between these iconic brands while driving awareness and sign-ups for the 'Cookie Pro' initiative. The challenge? Seamlessly integrating the detailed animated DC Super Hero Girls with the stylized illustrated characters created for 'Cookie Pro.'

To achieve this, I maintained a consistent illustrated atmosphere throughout the video, using vibrant backgrounds with dynamic motion to evoke the sense of superheroes in action—including a sequence where the girls race to a Warner Brothers Studio reveal, emphasizing the grand prize trip.

The music and animation were thoughtfully synchronized to underscore the theme of a heroic team-up, emphasizing the message of empowerment that “girls can change the world.” The resulting video effectively captured the spirit of the collaboration, contributing to increased engagement and awareness of the 'Cookie Pro' initiative with a significant increase in sign-ups.