Editing is how the story, the strategy, the vision of what you want to say comes to life.
I understand the needs of clients and their audiences to make edits that achieve business goals. I use the tools of motion, sound, special effects, color, and good storytelling to capture and direct attention. I make creative choices to produce outcomes—shaping what we want our audience to think, feel, and do.
“Insights Cloud Teaser”
B2B Product Launch Teaser
Encoura
Encoura (one of the nation’s largest educational technology firms) asked me to help create energy and excitement around a new product that would be announced at their most important industry conference. The sakes were high as this was their most important product launch of the year.
The client wanted to use words and powerful sound to tell the story. I took the script and that direction to design a motion package, select the music, find the background visuals and incorporate critical brand elements.
“SOCIAL MEDIA”
TikTok Ads
Encourage
User-generated content is great, but it doesn’t always fit neatly into an ad container. Encourage, (an app that powers the nation’s largest free college and career planning program) asked me to edit UGC videos into ads that kept the authenticity of the source content but also featured the product and promoted downloads.
I used the content to create three versions of the same story, incorporating branded motion graphics and screen captures to establish the brand and showcase the product. On average, these ads performed twice as good as ads featuring the product alone.
“CLIENT TESTIMONIAL”
B2B Testimonial
Encoura
One the most important sales tools for B2B organizations is testimonial content from current clients. Encoura asked me to help tell the story of the success they had built with one of their clients, the University of Arizona.
The client provided me with an outline of their objectives, two interviews and b-roll footage. I searched the source material to find the right sound bites to create a story that was clear, concise and aligned with the client’s goals. To create a sense of cohesion for this and future testimonials, I created a custom motion graphics package throughout that showcased the client’s brand.
“EDUVENTURES SUMMIT”
B2B Event Promotion
Eduventures
Eduventures is one of the most respected higher education research firms in the nation, and each year they host a premier conference featuring big names like José Andrés, Jon Meacham, and Doris Kearns Goodwin. The client asked me to help create an inspiring and energetic promotional video that would encourage higher education professionals to register and attend.
I received a voiceover recording explaining the purpose of the event and archival footage from the conference in previous years. From those limited raw materials, I put together the voiceover and clips from presenters in a way that served the overall story and found the best available b-roll footage to help the audience see what they could experience at the event.
“Day in the LIfe”
Streaming Recruitment Content
University of Nebraska–Lincoln
Day-in-the-life (DITL) content is now one of the most important video strategies colleges use to recruit students. Before its current popularity, I saw the industry trending in that direction and developed a strategy to give prospective students a window into life at Nebraska.
After casting our DITL guides, I provided guidance to each on what kinds of things to shoot during their day, how to talk to the camera, how to hold it, how to think about light, and more to get the best source material. From there, I used what the students provided to us to find cohesive and satisfying stories that helped the audience understand what they might experience as a student.
“ASCA LEARNING SERIES WEBINARS”
Educational Webinars
Encourage
Webinars are an important way that B2B organizations connect with and educate their clients. While platforms like Zoom offer recording features, the quality is significantly limited. Encoura wanted to make their Learning Series webinars feel a little more premium while not requiring any extra work for their regular presenters.
I created an edit template that allows us to balance multiple speakers and their visual aids into a frame that’s visually appealing and aligns with the client’s branding. Importantly for the client, I was able to make this edit container easily repeatable which decreases edit time and cost.
“INsights Cloud Product Explainer”
B2B Product Explainer
Encoura
In the enterprise technology space, explainer videos are essential sales tools that help potential clients understand the benefits of what can be complex products. Encoura asked me to take a script and static layouts of their newest product, Insights Cloud, and create a video that captured and kept potential clients’ interest.
I found the right music to create a comfortable pace in the video and sourced stock video and images of students to help connect emotionally with the audience. I co-directed the voice over and created the voice over edit and managed the sound mix. I animated each of the components of the static visuals to capture and maintain visual interest.