(I)
Steered the creative
I led creative concepts and content development so each piece actually communicated the brand’s innovation and its social responsibility work, instead of just describing it.
(I) The situation
Fortune 500 stories that deserved an audience.
Intercut made content for Fortune 500 companies about brand innovation, corporate social responsibility, and the initiatives they were proudest of. Those stories are easy to make well and hard to make people care about. My job sat between the clients, the creative, and the business, keeping all three pointed at a story worth telling.
(II) What I did
Three moves.
(II)
Protected the positioning
I was the key stakeholder for clarifying and protecting brand positioning across every piece of content and customer touchpoint, in partnership with Creative.
(III)
Built the crew and the machine
I oversaw and hired the photographers, cinematographers, editors, and designers, and wrote the operating policies that kept the whole operation efficient.
(III) What came of it
What it added up to.
Fortune 500
clients, telling brand innovation and CSR stories
4
crafts on the crew I hired and ran: photo, film, edit, design
Emmy
nominated show I helped make at Intercut
That show’s Nielsen ratings climbed from 0.1 to 2.3 and from 5.1 to 7.7 in a single sixteen-week season.