Meta: Different Builds Different
This project was filmed over eight days across two weeks, spanning both coasts — New York City and several cities within the Bay Area. The goal was to create a compelling, consumer-facing campaign that would inspire prospective candidates and current employees to connect with Meta’s mission and see themselves as part of the company.
From the start, my focus was on leading work that would feel both personal and relatable. The Director and I met with each participant — real Meta employees — to understand their stories and passions. By highlighting their authentic experiences, we aimed to create work that resonated deeply without relying on scripted performances.
The result was a suite of 10 video deliverables in various formats optimized for digital and social media, including the primary campaign video featured above.
Citi: Beginnings
This fast-paced, three-week project — from concept to delivery — stands out due to the challenges we overcame as a team. The commercial highlights the real-life stories of three inspiring businesses: Eastside Golf, CitySwing, and Black Girls Golf.
Once we secured The Yards at Ponte Vedra Beach as the location, we had just one week to assemble the 30 person crew and refine the creative vision. With our talent being busy entrepreneurs, we had only 12 hours on set to bring the project to life.
Adding to the challenge, a two-hour downpour disrupted the shoot. Working closely with the director and DP, I helped adjust the shot list on the fly to make the most of the reduced time. Despite the obstacles, we captured everything we needed to create a commercial we were all proud of.
Angry Orchard: Zombies
This commercial was part of Angry Orchard’s Halloween campaign, one of three ads filmed over three consecutive overnight shoots. As producer for this spot and director for the other two, I managed 20-hour workdays to ensure both the creative vision and logistical details were on point.
The goal was to establish Halloween as a key moment for the brand. Beyond the commercials, I oversaw the creation of nostalgic movie-poster-style artwork by renowned Hollywood artist Steven Chorney, as well as t-shirts featuring the designs. Together, these elements brought the campaign to life and left a lasting impression.
Wonolo: Tomorrow, You Could Be
Wonolo, an online platform connecting businesses with temporary workers, aimed to boost brand awareness and app sign-ups through this commercial. One of two spots filmed over two days in Philadelphia, the campaign focused on how the app empowers users to balance work with pursuing their passions—an idea designed to resonate with millennials seeking both stability and flexibility.
Shot across four locations in a single day, the production required careful planning. To maximize efficiency, I coordinated a split-crew approach, with one team setting up the next location while filming continued. This strategy allowed us to stay on schedule and capture everything needed to bring the concept to life.