$COIN: DPO

Oversaw creative strategy, operations, and distribution working closely with C-Suite in highest pressure environment setting. Designed content and hired contractors to support production on all $COIN DPO listing content all during a global pandemic and last-minute brand refresh to the wire.

Roles: CD, Head of Production, Line Producer, Content Strategy & Design

TV Spot: Generated 80M impressions across 20 networks, airing a total of 162 times

Social: Viewed 3.1 million times across all social media channels (+177%); Youtube live-streams generated 57.7K unique views

• From 4/13-15, CB Twitter, LI, FB and IG accounts generated a total:

• 42.2M impressions: 179% increase*

• 731.3K engagements: 285% increase*

• 206.2K link clicks: 263% increase*

• Gained 38K new followers on Twitter in one day (4/14) -- more than 2.7x the second highest day in 2021. Reached a new milestone of 2 million followers.

At MoonPay, I’ve had the opportunity to lead content and brand design orgs within the Brand Marketing team. Some of my work included:

• Adopting, managing, and mentoring a previous team from growth, streamlining creative and content strategy across MP and contributing written content to consistently hit top pages in Google SEO rankings globally,

• Scaling up content marketing production ops, negotiating w/ contractors while efficiently executing strategic projects and critical MP moments such as NFT.NYC, NYFW, Flamengo, Art Basel, etc., taking content/brand design from 0 > 1,

• Increasing brand awareness by +90%; increasing MP’s social reach channel-wide by triple digits YoY (YT +872%, IG +365%, TWTR +138%),

• Building a foundational brand system from scratch and bringing in top design minds in Web3 to elevate our design thinking and approach,

• Supporting PED B2B squad, partnerships, and marketing stakeholders for App, MoonPay Account, and Sells/Swaps launches,

• Efficiently executing mandatory sales enablement materials and case studies to support Enterprise efforts in potentially closing large TTV partnership deals, and directing many of MP’s partnership content,

• Helping convince and attract top-tier quality employees to MP from Web3; some currently in MP leadership positions,

• Supporting a smooth transition w/ OL of the brand work to support a consistent look and feel across the design of MP and kickstart a V2 refresh.

Content and Role:

I drove production and content strategy of Coinbase Earn program as the Production Manager and over the course of a year, produced 7 Earn launches (ZRX, ZEC, XLM, EOS, DAI, XTZ, OXT), amounting to 28 video lessons, 70+ minutes of animation. Overall, this work contributed to an aditionnal 8 figures in revenue in under 2 years across all campaigns.

Background:

Coinbase’s mission is to create an open financial system, where anyone in the world can participate on equal terms from their computer or smartphone. To bring this vision to life, blockchain technology needs to be more accessible, both in the sense of making cryptocurrencies easier to obtain and easier to understand. Coinbase Earn allows anyone to earn cryptocurrencies, while learning about them in a simple and engaging way. The idea is for newcomers to understand more about an asset’s utility and its underlying technology, while getting a bit of the asset to try out.

Creative Strategy:

With the Orchid $OXT launch, we wanted to ensure our content was related and educational to the masses, so we refreshed and up-leveled our Earn visual animation style. Over our A/B testing, we found that character driven animation helps users better understand various concepts better.

In this particular campaign, we elevated our branding approach by removing the space theme, prevalent in each of the previous Earn launches. The characters and details were also given an upgrade from previous videos, adding more detail and texture to the design. Overall, the campaign interweaved a technological grid to suggest the connection between society and everyday life.

Our big win: with our Compound $COMP launch campaign, CB revenue totaled over $28.5m, hit 35%+ of quarterly revenue goal in first 4 weeks within launching tutorials for DeFi protocol Compound.

Results:

• Over 1M users have earned crypto from these educational videos

• Cumulated total of 13.5M+ video views

• 2X faster scriptwriting (2 weeks vs. 4)

• 40% reduction in script rounds of feedback (3 rounds for COMP vs. 5)

• 4X increase in efficiency to get animations done (7 days vs. 28),

• Operational efficiency - built and standardized entire library of assets and naming conventions.

(Additional CB educational content shared below Earn campaigns)

Content and Role:

I produced a 90 minute livestream video, bringing together some of the top entrepreneurs and leading start-up thinkers to kick off the “Business is an Adventure” event series in downtown Los Angeles.

I worked as lead camera operator and lead-editor of this piece.

Background:

Virgin's partners who attended included General Assembly, WeWork, and Entrepreneur Magazine, with panel appearances from Sean Rad, Founder and CEO of Tinder, Blogilates Founder Cassey Ho, Miguel McKelvey, Co-founder and Chief Creative Officer at WeWork and host Carol Roth. In an effort to reveal what it takes for businesses to thrive in today’s global market, Three very promising LA start-ups, FocusMotion, HopSkipDrive and Heal, shared their business ideas too.

This event explored why it's a mistake to think of a business as a business — with a key takeaway being that people should think of business as a way to enhance people's lives as it can be utilized to make a positive difference.

Creative Strategy:

I partnered with General Assembly and Virgin Atlantic to workshop how this livestream would execute flawlessly. The goal was to create a very cleanly shot product, with consistency in audio and video within a panel discussion and the ability for a question and answer setup. To ensure efficient-execution and an ideal livestream setup, I created on-brand titles and lower thirds, tested transitions, and optimized lighting / audio settings to enable the best possible execution for primetime.

Results:

• Published on Virgin's main Entrepreneur website, this livestream event inspired, motivated, and educated people looking to build the business of their dreams.

• Generated 7.6k+ concurrent YouTube views

Link: Entrepreneur Livestream

Content and Role:

I strategized, edited, and distributed a series of videos, including a Mission and Vision video for Harmless Harvest to articulate brand values to fans and potential customers.

Roles: I facilitated content strategy, filming, voiceover talent sourcing, voiceover recording, post-production editing, including management of production deadlines and post-production revision rounds with Harmless Harvest.

Background:

Harmless Harvest is a progressive food & beverage initiative set to demonstrate that ecosystem-based business can outcompete the conventional model, by integrating the long term welfare of all stakeholders - from plant to customer. They are a brand that lives by their values. While they held their three brand pillars—people, product, and planet—close to their hearts, they didn’t know how to articulate those important values to their fans or potential customers.

Creative Strategy:

These videos were promoted on their social channels and posted to The Harmless Harvest YouTube channel. Using video, I was able to deliver the brand’s values — communicating their nutritional and ethical integrity, and lending deep insight into what drives the brand—and why consumers should care.

Results:

• Reached 742M impressions over 30 days

• Generated $2M+ in PR value

• Reached 35k social engagements

Content and Role:

I strategized, co-directed, published a campaign featuring 5 videos on Indiegogo's Start a Campaign page and main YouTube Channel —compiling a series of the best Indiegogo practices in order to help educate people how to crowdfund their dreams on the platform.

For this series of videos, I worked primarily as camera operator with 8:45a and coordinated closely with the client in the post-production process, leading editing rounds to complete these insightful clips.

Background:

Millions of people around the world use Indiegogo to discover clever and unconventional things that solve everyday problems large and small. By giving entrepreneurs everywhere a platform to launch new and groundbreaking products, the Indiegogo platform surfaces innovations in design, tech, and much more, all before they go mainstream.

Creative Strategy:

This campaign was created to help clearly communicate how Indiegogo works in changing the way new ideas come to life. In building an accessible collection of useful tips for navigating the platform, it was now much easier for entrepreneurs to use Indiegogo as a launchpad for their ideas. The series combined personal anecdotes from Indiegogo employees who were actively building the platform at the time, offering insightful insight about crowdfunding, and actionable tips for entrepreneurs and artists to follow when embarking on any new campaign.

Results:

• Generated over 240k video views on YouTube

• Increased SEO performance on updated Start a Campaign page

• Increased average position for all tracked keywords

Links:

• Indiegogo: Why Fund on Indiegogo

• Indiegogo: What are Perks?

• Indiegogo: Flexible vs. Fixed Funding

• Indiegogo: 5 Rookie Mistakes

• Indiegogo: 10 Myths of Crowdfunding

Content and Role:

For Brake Free, I produced an Indiegogo campaign for the first high-visibility accessory for motorcycle helmets with wireless brake detection technology.

I focused on cinematography as the gimbal operator with 8:45a. 

Background:

Brake Free is an ultra bright smart LED brake light that instantly improves a motorcycle's visibility. It mounts on the back of the helmet one can already own and its sensors work automatically to let others know whenever one slows down-braking, engine braking, or downshifting. The light concept is a unique twist on previously explored and unsuccessfully implemented solutions to the age-old problem of rider visibility and safety.

Creative Strategy:

The goal of the video was to help raise funds for this campaign, while showcasing the ability of the product to improves riders’ visibility from all sides. The script was written to communicate a confidence in the main safety features and the video helped to showoff the style, targeting two main types of motorcycle riders:

1. Touring/sports touring/adventure riders representing close to a third of all motorcycle riders. These people generate a high demand for high visibility riding gear as well as any other accessory that adds to their safety and visibility.

2. Sports Bike Riders. This group is mostly represented by younger riders, ages 18–35.

Results:

• Raised $260k with 1,170 backers (210k over their initial target of $50k) on Indiegogo

• Generated 170k video views on YouTube

• Generated 85% positive sentiment in comments

• Featured in Maxim, Uncrate, Digital Trends

Link: Brake Free

Content and Role:

At 2015's Hustle Con, I conducted 15 livestreams featuring amazing founders of companies such as General Assembly, NerdWallet, Getaround, Coffee Meets Bagel, Vungle, Shyp, Teespring, Pandora, ThirdLove, ZeroCater, Boost.VC, Mixergy, Udemy, and Sprig.

I was the lead camera operator and lead editor of this piece.

Background:

Hustle Con is a badass conference where the best non-technical founders (aka hustlers) teach how they got started and give practical advice on growing your startup. This live event focused primarily on nontechnical startup tactics. Basically, it’s like an MBA in a day, taught by the founders of the fastest growing startups in Silicon Valley.

Creative Strategy:

The goal was to create a cleanly shot livestream, with consistency in audio and video within a theatre setting and ability for a question and answer setup with a live audience. To ensure efficient-execution and an ideal livestream setup, I created on-brand titles, lower thirds, tested transitions, lighting, and audio settings to make each founder look and sound great.

Results:

• Edited 15 fully finished Hustle Con videos

• Generated 269k+ video views on YouTube

Content and Role:

I strategized content execution and produced a 3 minute Indiegogo commercial for AxentWear, where I shot video for and sculpted the final video piece in post-production as the lead editor for this project with 8:45a.

Background:

AxentWear was created by two UC Berkeley Alumni, who share a passion for art and creative technology. These cat-ear shaped headphones symbolize the latest fusion of fashion and functionality with external speakers and LED lights.

Creative Strategy:

Using multiple angles and quick cuts, I was able to achieve an upbeat, hyped-up choreographed aesthetic to help shine a spotlight on the headphones. To goal was to portray a dancer blasting her music, expressing her style, and getting other people excited around her. To heighten the dramatic effect of the LED lights, extensive rotoscoping was done to accomplish the light-up effect on a black/white palette with a dance floor background.

Results:

• Raised $4.5M, above and beyond its fundraising goal of $250k

• Cemented in Indiegogo history as the fastest grossing Indiegogo product of its time

• Received as an instant hit with increased demand, featured for purchase in Brookstone and on Amazon

Link: AxentWear

Content and Role:

I produced, shot, and edited five interviews with the Draper family to help donors get to know the Parkinson's Institute and Clinical Center. The goal was to inspire and motivate other families touched by Parkinson's disease and unleash a very personal call to action, getting people to donate to the campaign.

I was the camera operator and lead editor for the campaign.

Background:

The Parkinson’s Institute and Clinical Center provides patients with exceptional care, access to cutting-edge clinical trials, and is a leader in innovative research to transform Parkinson’s treatments and fight to find a cure. They are America's only independent non-profit organization combining world-class care, laboratory and clinical research for Parkinson's disease under one roof.

Creative Strategy:

This project introduced the Parkinson's Institute and Clinical Center, through the personal Parkinson's journey of each generation of the Draper family. The story is told most meaningfully and powerfully through the lens of Bill, Tim, Polly, Jesse, and Becky. Creatively, we wanted to recognize and celebrate the Draper family’s courage and create relatable content that anyone could resonate and empathize with, magnifying the impact of each contribution. The series as a whole lends deep insight into what it means to care for others with this disease — and why people should donate, as work is far from finished on therapies and treatments.

Results:

• Raised $500k on Indiegogo, helped to advance clinical trials, advanced new treatments and better therapies

• Money raised also provided 400 unique learning opportunities, educational programs, and exercise classes at no or very low cost for people living with Parkinson's and their loved ones.

Content and Role:

I produced a 2 minute video for Dsenyo’s Kickstarter campaign, bringing the story behind the snare wire jewelry to life and increasing wildlife awareness through this campaign.

I flew to Zambia as a 1-man production crew, filling in as director, camera operator, audio engineer, DIT, location scout, and lead editor.

Background:

Dsenyo’s Kickstarter campaign launched a new line of jewelry: Snare Wire Jewelry. During the filming of this video, poaching was on the rise globally and was at a crisis level in Africa. At current poaching rates, the African forest elephant has been predicted to be gone in 10-15 years. Working with partners in Zambia, The Zimba collection was made using snare wire collected during anti-poaching patrols in the South Luangwa of Zambia and beautifully repurposed into contemporary African jewelry. With every piece of snare wire jewelry sold, a donation was made to help fund the essential work of anti-poaching patrols. This was timely content given the crisis and the attention poaching received in the media.

Creative Strategy:

Working with Dsenyo was one of my favorite projects ever. This project consisted of traveling to Zambia to meet, observe, direct and film over a dozen on-location interviews of local artisans, conservationists, and wildlife. Working with partners in Zambia, I filmed their Zimba collection, which was made using snare wire collected during anti-poaching patrols in the South Luangwa of Zambia and beautifully repurposed into contemporary African jewelry. It was a great time being able to craft the story behind the snare wire jewelry and bring about wildlife awareness through this campaign.

Results:

• Raised $26k out of $20k goal

• Backed by 304 people on Kickstarter

Link: Dsenyo

Content and Role:

I conducted a livestream of Tim Ferriss and Andrew Warner of Mixergy discussing important topics such as mental game, meditation, and focus.

I worked as lead camera operator and lead-editor of this piece.

Background:

Tim Ferriss is the author of The 4-Hour Body, an uncommon guide to rapid fat-loss, incredible sex, and becoming superhuman. His book, The 4-Hour Workweek, was a New York Times, BusinessWeek, and Wall Street Journal bestseller.

Creative Strategy:

The goal was to create a cleanly shot livestream, with consistency in audio and video within a fireside discussion and ability for a question and answer setup. To ensure efficient-execution and an ideal livestream setup, I created on-brand titles, lower thirds, tested transitions, lighting, and audio settings to make Andrew and Tim look and sound great.

Content and Role:

I produced a 3 minute Kickstarter commercial for CARTONEROS®, where I was the lead editor and 1st AC on this project with 8:45a.

Background:

CARTONEROS® is a tactical strategy game. Players control groups of waste pickers, otherwise known as Cartonero to clean the environment together and compete over who collects the most cardboard.

This type of augmented reality board game is a fascinating uncharted territory where players can easily explore the possibilities on their own and together start a new genre of video games.

Creative Strategy:

The idea for this kickstarter video was to portray a fun family playing the CARTONEROS® augmented reality game. The audience follows a day in the life of a family who get into the zone while playing this game, controlling a group of several in-game characters in real time. Cinematically, the shots interspersed the family scene with shots of the actual cardboard action figures used in the game on the streets of San Francisco, and also led in narration of the game’s founder to explain how the game works and the reason why he created it.

Content and Role:

I created a real estate turnkey video for Alain Pinel Realtors in order to help sell a home in San Francisco for $1.62M in 2 weeks, previously listed at $1.1M.

I was the director, camera operator, and lead editor on this project.

Background:

Facing west towards the Pacific, this home is located in the Inner Parkside neighborhood of San Francisco. Countless restaurants, shops, grocery stores, and local amenities are nearby along Taraval, Noriega, Stonestown Galleria, and West Portal. There are beautiful walking trails around Golden Gate Heights, the famous Mosaic Steps down the street, and live concerts at Stern Grove.

Creative Strategy:

As time was of the essence in selling this property, I had a short timeframe to fully film and produce this video. To save time, I scheduled the production on the same day as the VO recording, opting to train and use the voice of the listing agent as the narration. The turnaround shoot and edit for this residential listing in San Francisco was done within a few days. Shot video on 8/10, delivered on 8/17.

Results:

• Sold in 2 weeks at 1.62M, 47%+ over the listing price

Content and Role:

I was afforded the opportunity to travel to Las Vegas to work with some of the top fitness influencers in the world at Mr. Olympia during this multi-day shoot.

For this series of videos, I strategized content distribution and series planning, as well as camera operated the shoots and finished all videos as the lead editor.

Background:

6 Pack Fitness creates iconic meal prep bags, luggage, and meal prep travel gear for serious athletes, bodybuilding, and fitness enthusiasts.

Creative Strategy:

The goal was to showcase the brand to uplevel design and function of the products and the joy it brings to athletes throughout all the videos. In this series, we showed how the 6PF product line meets the specific needs of athletes who carry their gear, meals, and sport nutrition products from point A to point B through Z. The videos were shot to also be featured as highlight videos for QVC, so it was important to show how bags keep top athletes organized, helping them stay on target with their fitness goals, no matter where their day takes them.

Content and Role:

I strategized and created a new 2 minute Kickstarter video commercial for Wearhaus.

On this project, I worked as the director of photography and lead editor while facilitating production management workflows to get our revisions out the door on time and within budget.

Background:

Wearhaus makes it easy and fun for anyone to listen to music with others around them. They designed a mesh networking protocol on top of standard Bluetooth audio profiles, allowing their Arc headphones to relay music wirelessly between multiple units and listen in sync. This enables people to easily introduce their friends to the artists they love most, or discover new music through people around them.

Since the last video I produced for Wearhaus, they've grown in both staff and product development. They commissioned 8:45a again to produce their official crowdfunding video for the Wearhaus Arc headphones which raised $250k.

Creative Strategy:

In this video, the goal was to focus primarily on the hand swipe actions and other features one can use on the Arc. We leveraged the voices of the founders to speak on why they built the Arc, and added new features to their advanced version. We juxtaposed cafe scenes of students using the app and Arc alongside with shots of the founders and their designer working on the product themselves.

Results: 

• Raised 250k in campaign

• Supported by 1240 Kickstarter users

• Sold 1514 Headphones

• Featured on Today Show, Buzzfeed, Gadget Flow

Content and Role:

I produced the official State of G product launch video with the diverse and incredibly talented team from fashion brand, State of G.

Roles: content strategy, camera operator and lead editor for this project with 8:45a.

Background:

State of G delivers high quality contemporary classic apparel, focusing on design, function, and value, sourcing directly from the manufacturers to the consumer via the web.

Creative Strategy:

The goal of this project was to capture the essence of State of G, show how they deliver true value as they offer incredible craftsmanship of staple apparel wardrobe pieces; while educating and providing all of the information a consumer needs to make a logical and informed purchase they will be proud of.  The brand was specifically launching a new line of essential pieces and this video helped to highlight those for their launch.

Content and Role:

I created a 1-minute introduction video to feature Vital Enterprises’ Workflow and Team Support app.

For this production, I was the 1st AC and Lead Editor.

Background:

Vital Enterprises provides a quality assurance software platform for Smart Glasses, that enables complex manufacturers to reduce expensive errors while increasing productivity.

Creative Strategy:

The goal was to show how the interplay between this new augmented reality workflow and field technicians in their daily tasks. As Vital can enable engineers and field technicians to have instant access to task-related information, checklists, and remote team support in order to complete complex tasks quickly and accurately — the storyboard featured a situation where a technical team leveraged this technology to perform procedures at work, all with ease.