Brand World Building: Two Profs Ice Cream.

This project reflects my broader narrative strategy and campaign architecture approach.

  • Originally scoped as a single commercial, the engagement risked being a one-off execution rather than a scalable brand asset. The company needed visibility — but more importantly, it needed memorability and tonal cohesion in a competitive academic support market.

    The opportunity wasn’t just to produce a spot.
    It was to define a brand voice strong enough to sustain attention over time.

  • I reframed the assignment from “single commercial” to narrative world-building.

    I developed the core positioning, established the tonal identity, and wrote the scripts for a multi-installment series designed for continuity and recall. Rather than create one high-performing asset, I built a repeatable campaign structure — a cohesive brand universe that could evolve while maintaining clarity.

    I directed the full series, ensuring performance style, pacing, and visual language reinforced the strategic positioning. The narrative framework was strong enough that it secured $17K mid-pitch and shifted the scope from execution to expansion.

  • What began as a single commercial evolved into a sustained campaign platform.

    The narrative strength secured an additional $17K mid-pitch and expanded the scope into a multi-installment series. The brand gained:

    • A distinct, ownable tonal identity
    • A scalable storytelling structure
    • A cohesive brand world built for recall and repetition

    Instead of a one-off asset, the company now operates from a defined narrative foundation — built to support continued growth, consistency, and long-term brand recognition.

Scalable Storytelling

〰️

Scalable Storytelling 〰️

The Challenge

Humanize a massive B2B, B2C platform without diluting its authority. The assignment wasn’t just to produce content — it was to surface the emotional proof behind enterprise value. The risk: defaulting to corporate messaging instead of finding the story that would actually move people.

The Strategy

I identified and produced a member story that reframed “platform value” as human ambition. I shifted the lens from product features to personal stakes — anchoring the narrative in lived experience rather than brand talking points.

I structured the piece cinematically: emotional hook first, corporate validation second. This sequencing allowed the story to travel beyond LinkedIn’s ecosystem while still reinforcing enterprise credibility.

Viral ESPN Partnership

The video went viral — one of multiple viral moments in my body of work. It drove high engagement, expanded reach organically, and demonstrated that human-centered storytelling performs at scale even in B2B, B2C environments.

More importantly, it became proof that narrative architecture — not just production — drives performance.

Narrative Instinct

Thumper the Wonder Cat

While sourcing stories for a planned shoot, I encountered one that shifted the direction entirely. I advocated for the pivot, produced the piece, and structured the narrative around its emotional core. The finished film resonated widely — a reminder that the right story changes everything.

The finished film earned national attention, inspired widespread creative imitation across pet and lifestyle brands — including a holiday commercial from Mercedes-Benz — and helped shift cultural perception around pets with disabilities. Its impact was both public and personal, extending far beyond the original assignment.