Digital Video + TV

At Redfin Real Estate, I was the in-house senior manager of content strategy in our corporate office. Part of my results-driven role was to build an in-house digital video team. I lead the content for our small-but-mighty team during my tenure there, and in the first 6 months, we made 50+ videos, increasing view-through and click-through rates on YouTube. Many of our digital videos went on to get promoted to our larger mass media campaigns during the home-buying season each year. Here’s just one example! (Fun fact: I did the voiceover on this one.)

Role: Creative Director
Channels: TV (National Cable)

In 2019, one of my tasks as Redfin’s senior manager of content strategy was to run a robust in-house creative process for our 2020 TV ad, the jewel of a multi-million-dollar campaign. The major messages weren’t changing from years past, but there was desire for a more visual spot that created excitement for home sellers.

At my suggestion, we essentially created an agency model; I led the briefing process for the spot and provided creative direction to the outside teams we used for creative development, acting as a bridge between the outside folks and senior executives. Overall, we looked at 60+ ideas, narrowing it down to three for testing, with Magnet winning out.

I led the creative side through production and delivery, working with an outstanding director, cast, and production team. After launching in February 2020, initial results were strong, but the run was cut short due to Covid. I hope that Magnet will live again!

Role: In-house Creative Director
Channels: TV (Local + Broadcast), YouTube

Bobby Berk, of Netflix’s Queer Eye fame, bought his first-ever home with Redfin, and we told his story across channels, including our owned site, YouTube, Facebook, Instagram, and PR. I worked directly with Bobby’s team to write and produce the shoot, asking Bobby questions from behind the camera and working with our in-house edit team to produce multiple videos in a short time frame. In all, we put this together in 6 weeks. An amazing opportunity to tell a positive story.

Role: Creative Director
Channels: YouTube, Facebook, Instagram

In 2018, I went in-house for Redfin Real Estate in their Seattle headquarters. My first task was to write, test, produce, edit, and deliver a TV commercial. This spot, the winner out of 50+ ideas and six tested scripts, was part of Redfin’s biggest mass media campaign ever, with a media buy in the multi-millions and a local Super Bowl spot. As part of a creative set that included out-of-home (billboards), radio ads, and 25+ digital videos, this TV commercial performed 101% to goal for attracting new contacts in our key real estate markets.

Role: In-house Creative Director/Strategist
Channels: TV (Local + Broadcast)

This campaign featured five real women who were ready to lose weight with alli, an over-the-counter weight-loss pill. 

The brand wanted to come across as ore approachable than competitors — supportive rather than overpromising, focused on long-term results over short-term gains. Instead of traditional "I did it!" testimonials, I wanted to feature women who were just beginning their weight-loss journey. With purposeful casting and lots of legwork to suss out the compelling narratives for each of them, we were able to capture true emotion on camera. 

Overall, the campaign was featured on YouTube and Facebook, leading to more than 40 million impressions and exceeding ad recall norms by 300%.

Role: Associate Creative Director
Channels: YouTube, Facebook, Digital Pre-Roll

This Cannes Lion award-winning program started off with a simple charge: Bringing more understanding to migraine sufferers, who so often hear their pain dismissed as: "oh, it’s just a headache.”

As a migraine sufferer myself, I was a passionate member of this creative team, writing the :30 television commercial featured above and sorting through nearly 8 hours of interview footage to build a compelling collection of social cuts.

I’d never written a TV commercial before, so I relied on my journalistic instincts to build a classic narrative: set-up, tension, climax, resolution.

The larger campaign featured additional digital video, a full social strategy, an earned PR campaign, and an app launch, resulting in Cannes Lion bronze and silver wins. This case study goes into more about the entire campaign.

Role: Senior Copywriter
Channels: TV, YouTube, Twitter, Facebook, Instagram

This appetite suppressant supplement struggled to differentiate itself on the shelf, and leading up to the all-important New Year's Resolution timeframe, we were asked to create a light-hearted and humorous take on the benefits of the product.

With a quick turnaround and small budget, we were able to produce a high-quality spot based on a true insight: the office "snack gauntlet."

In addition to coming up with the concept, I found a way to showcase the product from second zero, a best practice for social and digital video.

Role: Associate Creative Director
Channels: Facebook, Digital Pre-Roll

After the success of the Real Women, Real Stories campaign, the brand wanted us to create lifestyle content that would move prospective consumers down the purchase journey. My instincts told me that a lot of the misconceptions around the brand were due to the fact that people didn't realize you need to actually eat a certain amount of fat in order for the product to work.

Marrying this insight with the brand’s proprietary recipes, we created these videos featuring a social influencer and three of alli's most appetizing dishes.

Throughout, we used subtle cues to align alli with a modern palate, playing up healt ingredients, beautiful plating, and an overall upbeat tone.

Role: Associate Creative Director
Channels: YouTube, Facebook, Twitter

Based on the resounding success of the Excedrin content strategy, we were able to build on the editorial articles by creating complementary video. By analyzing which articles performed best on Excedrin's new and improved site, we chose four articles to use as the basis of four lifestyle-focused videos.

The resulting videos modernized Excedrin further and truly put the brand in the realm of "content publisher" rather than just a brand pushing out content. We were also able to cement our status as a trusted expert on all things migraine, empathizing with the target audience and providing relevant solutions for the condition.

Role: Editorial Director
Channels: YouTube, Facebook, Twitter

The brand wanted to leverage the existing relationship with the celebrity spokesperson, challenging us to create an engaging :15 spot for digital pre-roll while including three key product messages.

Even with the tight time constructs, we were able to tell a highly visual story about the product's benefits and nail branding at second zero.

Role: Senior Copywriter
Channels: YouTube, Digital Pre-Roll