Links to various full-length video examples
Links direct you to a Google Drive for viewing. Workflow located below.
This promo video was concepted, scripted, filmed and edited by myself. The purpose was to announce and explain the 2023 E-Quipped to Learn campaign.
the peace bus: e-quipped to learn launch video
This TV commercial was concepted, scripted, filmed and edited by myself. The purpose was to advertise a modern car dealership in a snazzy way.
west hills ford tv commercial
Haselwood chevy buick gmc tv commercial
This TV commercial was concepted, scripted and edited by myself. The goal was to demonstrate the company’s long-term history with the local community and the multi-generational customers that keep coming back.
heartland toyota tv commercial
This TV commercial was concepted, scripted, filmed and edited by myself. The goal was to express the variety offered by the company and the mission of ensuring every customer finds a car to love.
This TV commercial was concepted, scripted, filmed and edited by myself. The goal was to show the vast possibilities a VW car provides and how a child may envision their future adventures.
haselwood volkswagen tv commercial
This promotional video was concepted, scripted, filmed and edited by myself. The goal was to kick off the Every Kid Eats Free campaign and provide valuable information to participants.
every kid eats free - the peace bus
This video was designed and edited by myself. The goal was to promote the author’s new book and provide some insight into them as a person.
true fiction book promotional with lee goldberg
This documentative video was designed, filmed, and edited by myself. The goal was to introduce The Peace Bus to the community and promote the annual Cereal Drive.
peace love and cereal
This video was designed and edited by myself. The goal was to promote the author’s new book and give some behind the scenes information.
launching the story of quantum with patricia cornwell
This TV commercial was concepted, scripted, filmed and edited by myself. The goal was to promote the high-octane attitude of CJDR and the affordable fun cars they provide.
west hills cjdr tv commercial
This TV commercial was concepted, scripted, filmed and edited by myself. The goal was to create an engaging message to promote West Hills Mazda and show the connection before and after the purchase.
West hills mazda tv commercial
Workflow & Process
From page to program, here’s how it happens.
It starts with the idea,
What’s the purpose of this video?
What information do we want to convey? When viewers move on, what message do we want them to remember?
Who’s our target audience?
Who’s seeing this video? How is this relevant to them and what information do they find the most valuable?
How will we convey the message in an engaging way?
How can we present this creatively? What ideas can we create to capture the viewers attention?
These are the first three questions I ask before beginning any project.
I’ll be using the Haselwood Volkswagen TV Commercial as an example for this workflow.
After evaluating the brand I conclude that the purpose of this video is to convey the exciting possibilities of owning a Volkswagen and the endless places it can take you. After researching our target audience, I aimed to advertise to the middle class young adults that make up the majority of our buyers. With these factors in mind, I created an engaging idea that uses VFX to portray how a young mind may imagine the great capabilities of a Volkswagen. The introduction is designed to capture the attention of the viewer while the latter half is designed to convey important information. The final video has been very well received by costumers and has led to increased viewer interaction.
Haselwood Volkswagen TV Commercial Workflow
Scripting
I collaborate and discuss the idea with my team. I then write a script that details the narration/dialogue and adds descriptions of the planned visuals. Below is an example of the Haselwood VW script:
Link: 2022 Haselwood VW TV Commercial Script
Storyboarding
I create an animatic that provides a visual representation of the final product. I draw these up in Photoshop and animate them in After Effects, a scratch voice over is provided by yours truly. Below is an example of the Haselwood VW Animatic:
Link: 2022 Haselwood VW TV Commercial Animatic
pre-production
I’m currently in a position where I’m responsible for every aspect of production. Including scripting, storyboarding, location scouting, casting, coordination and filming. I specialize behind the computer screen while possessing professional knowledge in physical video production. This project required me to investigate and confirm shooting locations and ensure that all props/equipment are accounted for. I sought out, interviewed, and casted all actors myself. I personally approached local businesses for filming permissions and to find unique props (such as a full scuba suit). I coordinated and instructed actors throughout the shoot while simultaneously handling filming and audio. When there’s so much to accomplish in a tight deadline I find myself consistently discovering creative solutions to any problem that arises.
filming
I have professional experience using Panasonic and Sony cameras to capture high-quality video while utilizing Rode and lavalier microphones for live audio. My filming requires knowledge in lighting, composition, color and audio. I often include 3D VFX in my productions requiring green screen and 3D tracking points, all of which were present in this example. When preparing a complex shoot such as this it’s important that I take into consideration every element of post-production. This includes foresight into camera angles, movement, composition, 3D tracking and timing.
post-production
Each process is unique depending on the content of the video. For this example I started by creating the 3D introduction shots. Using Cinema 4D and Redshift I tracked the footage and created 3D elements to be composited in. For things like reflective surfaces, I recreated the real-world assets and implemented them into the 3D scenes. For rendering I use a mix of pre-made and custom objects/materials. I have a deep understanding of node editing and asset creation ranging from scenery to realistic close-ups.
Once the select footage is chosen and 3D composites are ready for the edit, I design the motion graphics in Adobe After Effects and implement them using Premiere Pro. For audio I primarily rely on Adobe Essential Sounds while using Adobe Audition when necessary. For this project I used motion graphic text to highlight key words throughout.
after all that,
the video is ready for review. For this production we needed internal approval as well as approval directly from Volkswagen corporate. Throughout the process I use programs such as Trello and Asana to communicate closely with my team and do project tracking. Projects are organized precisely to function accordingly and be clear to any designer. The steps taken are designed to ensure an accurate representation of the project from the beginning. I use high attention to detail throughout to prevent any surprises.
Here’s a link to the finished product: Haselwood Volkswagen TV Commercial
I create videos that help brands tell their stories. With every video environment from car commercials to book trailers, music videos and documentaries, I’ve had to adapt and overcome quickly. My style and knowledge can be applied to any brand and content. From square one I’ve always provided a strong start and consistently improved throughout my relationship with the companies I’ve worked with.