The steps
- Day 1
Kickoff call
30 minutes. What the videos need to do, who watches them, where they'll run (ads, YouTube, store loops, sales training), and the deadline we're working back from.
- Days 2–4
Written plan
A one-page plan: deliverable list, set or location, crew and talent, shot list outline, and the dates. One page, so everyone signs off on the same thing.
From the team: sign-off. Pre-production starts the same day.- Deliverables
- Video list, lengths and sizes
- Set / location
- Studio or on-site, booked date
- Crew + talent
- Who is on camera, who is on call
- Shot list
- Outline per video
- Dates
- Shoot, first cuts, final files
- Sign-off
- Approved by the team
Illustration of the plan format, not a client document - Weeks 1–2
Pre-production
- Script or outline for each video (yours, mine, or written together)
- Talent casting: a shortlist with sample reads, the team picks the top 3
- Studio or location booked, shoot date locked
- Set designed and sourced to match the brand
- Shot list and schedule for the day
From the team: product, brand files, wardrobe, and any existing footage worth using. - Shoot day
Production
Usually one day. Set build, two cameras on every talking-head line for clean cutaways, teleprompter, lighting and location sound, product b-roll, then teardown. One focused day covers a full batch of videos.
From the team: one person on set or on call to approve claims and product details.
Lit and graded on my own set - ~2 weeks after
First cuts
Every video edited, color graded, mixed and captioned, with on-screen text and light motion graphics in the brand. The team reviews with timestamped notes on one link.
0:41 / 2:58- 0:12Tighten the pause before the product shot
- 0:41Swap the on-screen name to the new spelling
- 1:48Lift the music under the last line
Illustration of the review link format. Frame is from a finished video, notes are examples - 3–5 business days each
Two revision rounds
Notes go in and come back as a new version. Most projects finish in the first round.
- Final week
Delivery
Final files in every size you run (16:9, 9:16, 1:1), short cutdowns for ads, captions, and an organized folder your team can find things in.
- Project_Final/
- 16x9/YouTube, web, store loops
- Video-01_16x9.mp4
- Video-02_16x9.mp4
- 9x16/Reels, Shorts, TikTok
- Video-01_9x16.mp4
- 1x1/Feed ads
- Video-01_1x1.mp4
- Cutdowns/15 and 30 second ads
- Captions/.srt files
- 16x9/YouTube, web, store loops
Illustration of the folder layout - Project_Final/
Results
Picked over four other agencies. Eight product demos with their VP of Sales and one full-line partnership film, with the whole package delivered in under four weeks. They run on in-store demo loops, dealer and associate training, and YouTube. AXIL came back for more.
TikTok ads for Balance of Nature, one reached 1.9 million views and 15,000+ likes.
Prime Day campaign across PR, sales, DSP, TV, Meta and email: 3.76x Amazon ROAS and twice the historical click-through rate. I wrote, shot and edited the ads.
16:99:161:1One production day became 500 finished ad variants, and another became 1,200, for testing hooks, offers and calls to action. Edit time dropped by 90%.
A podcast, a full patient testimonial, ads in three sizes and dozens of short clips, planned around a few shoot days.
Athlete testimonials and reels that helped NeuroBounce close high-ticket clients at an elite prep school.
Watch the reel
Play on YouTubeHow I work with a team
- One ownerPlan, shoot, edit and delivery stay with one person, so nothing gets lost between handoffs.
- Clear reviewsEvery cut goes out on one link with timestamped notes. Nobody hunts through email threads.
- Own gearCinema camera, second angle, lighting and sound. I can shoot the day I start.
- Deadlines firstDates are built backward from the launch, and the folder is organized so the team can find anything after I hand it off.