Breakdowns

We did a deep audit of a clothing brand on TikTok and these three findings kind of blew me away. First: premium, well produced content is outperforming. On a platform built on scrappy UGC, craft is punching above its weight. Second, product-focussed content wins when it doesn’t feel transactional. Show people: Building, designing, creating… Let […]

Most 30 second edits die at the 3 second mark… (not because the hook is weak). Because there’s no kicks. (Full transparency I learned about the power of kicks from our pals at Red Bull a few years ago, and tweaked it over time) Here’s how I build for attention that actually holds: 0s Open

My playbook for how we come up with ideas, shoot and deliver video content (told in under 60sec) Discovery: I sit with the brand team and politely interrogate their goals, audience, KPIs, taste. Then we map distribution. Instagram, TikTok, paid, PDP, TV. Where it lives shapes what we make. Creative development: I brief in our

Athletes generate over 2x the engagement than traditional influencers, here’s why: ✔️ Audiences sense inauthenticity and athletes bring unmatched credibility. ✔️ When a brand partners with an athlete, people trust they’re being guided in the right direction. ✔️ Partnering with athletes builds new and authentic connections, brand loyalty, and impact. … that’s why athlete marketing

Most content gets ignored. But it’s the genuine stuff that actually lands. Authenticity still wins. Probably always will. That doesn’t mean everything needs to be shot on an iPhone. It just has to feel real. Unforced. Full of personality. Like this North Face clip of Dr. Deejay in a freezing lake wearing a jacket. It’s

Skateboarding in the 80s. Surfing in the 90s. Snowboarding in the 2000s. A surprising amount of what we now see in mainstream films and social content was shaped by these genres. At Coffee & Creatives (part of WSSF 🏔), I spoke about how action sports didn’t just influence what we shoot, but how we shoot.

The Red Bull Joyride course preview, broken down: Our goal was to create a simple yet raw experience, featuring mountain biker Carson Storch as he rides the 2019 course. Here’s the techniques we used to immerse our audience into the action: → FPV drone to create a game-like experience → One-continuous-shot with no cuts to maintain

How we created surrealistic floating product shots without VFX.

Why do so many brands blow their budget on one hero video… only to have it flop? It’s the same story every time: 👉 Go into the field with a full crew 👉 Pour all your resources into one hero piece 🤞 Hope it lands But what if that hero asset doesn’t perform? Instead of

Brands that only chase quick hits on social are missing out on what really matters. Short-form content like memes, quick hits, and transactional pieces definitely has its place. It’s great for grabbing attention, sparking quick reactions, and staying relevant in the fast-paced world of social media. But longer-form content drives earned engagement. That’s where the

The best shots of the day came from a $200 monopod. On a recent shoot we skipped the gimbal and went full lo-fi. Nigel Edwards strapped our cinema cam to a stick and started moving. Why? –> We had 20 athletes to capture and one day to shoot. –> Gimbals slow you down. –> The

We needed a shot that didn’t exist. So we built the rig. A spinning camera arm made from mashup of grip gear scraps. No motor. No stabilizer. Just weight, balance, and a few feet of gaffer tape. Each take, I’d give it a manual spin right before action, buying us 3 or 4 seconds of