Functions, systems, and the work behind the tools.
Most of what I make doesn't live in a video file. It lives in the system that makes videos possible — the intake, the standards, the team, the platforms, the reporting. The output is downstream of all that.
The clearest example is Vonage. I started in 2018 with no team, no pipeline, no standards. By 2024 it was a three-person operation producing 300–400 finished assets per year across UCaaS, API, and contact center product lines, with stakeholders across twelve departments and a global footprint in EMEA and APAC.
That's the boring part. It's also the part that makes everything else possible.
$185K production budget. 16 sessions across 8 hours of live and recorded content. An active weather crisis on event days. Zero sessions lost. Recognized by the CMO with a bonus. The function the team had built absorbed it.
Vonage went fully remote in a week. The video function had to keep producing. I stood up full livestreaming capability from scratch within days — software, hardware, talent prep, technical direction, redundancy. Streamed roughly ninety internal events that year, including the company's first-ever remote Investor Day with senior leadership and live remote investors.
Led production of a video creative variant against existing static creative on a major paid campaign. Video CTR: +26%. CPC: −5%. Best-performing 30-second video CTR: 1.50%. Average video completion rate: 60%. The win was measurable in pipeline, not just engagement.
Director and DP on location. Shot the CEO, the CMO, and the API President. Total video-driven social reach: 227,090. Delivered publish-ready within one week of event close.
Built a 16-page strategic framework plus a working React/Remotion template system. The framework projects 450+ annual assets without expanding headcount. Currently in pilot inside the production team.
Built the digital post-production studio from the ground up. Team of four, workflow architecture, media storage, budget ownership. Delivered two network television series for CBS — Player Style Files and Tailgate Fan: College Edition. Produced a live concert series with Ed Sheeran on Ellis Island. Branded content for Delta Airlines and Arrowhead Spring Water.
Daily edit on YourLA. Produced the weekly series Whipnotic — scripting, branding, full production workflow. Branded content for NBC News clients including Nissan and Universal Studios.
Red carpet, premieres, upfronts, live events. Major studio premieres including Ratatouille and Pirates of the Caribbean via Senovva. Tony Robbins live events. CBS artist and celebrity content.
A video function someone needs to build or rebuild — the strategy above the production, the system around the camera, the operator above the editors. SaaS, tech, pharma, financial services, sports media — the sector matters less than whether video is being treated as a strategy problem or a content problem. I’ve answered that question once. Open to answering it again.
Make something. Start now.
Work, tools, and thinking from someone who ships before ready.