☆ Whenever a project calls for my film education, I can’t help but perk up in my imaginary director’s chair! ☆
MAYTAG | OLV TORTURE TEST VIDEO
This was, by far, one of my more difficult yet rewarding projects. I was asked by my Maytag brand partners to not only highlight three product categories—pet hair, stains, and odors—in this Maytag laundry system ‘torture test’ video, but also to naturally implement engineer-tested stains and brand-approved costuming, map out the prop and set design in the script, and integrate the Maytag Man in post-production, all while remarkably staying on budget.
The proof is in the pudding, or in the case of this Maytag Torture Test, the nacho cheese. Believe it or not, I did not write this script in a fever dream, it was all natural creative innovation.
KITCHENAID | PDP PRODUCT OVERVIEW VIDEO
KitchenAid is one of the more experimental brands I work on, allowing me to flex my creative muscles. For this product overview, I made a strategic point to showcase the microwave’s versatility by shifting the perspective to first person; I utilized a narrative centered on younger demographics, using quick, purposeful movements to match the fast-paced needs of today’s consumers.
This is one of my favorite product overview videos I’ve written to date. The targeted audience was Gen Z and Millennials, so I decided to be more playful with the video direction and transitions when writing the script.
MAYTAG | PDP FEATURE VIDEO
Maytag is a brand that allows for a more ‘straight man’ comedic style. I met all brand requirements by writing a script that highlights the key feature’s use cases, amplifies the dishwasher’s capacity story, and demonstrates the absolute power required to clean such a daunting load—all while using comedy to drive viewer engagement.
There aren’t many opportunities for me to insert a little humor into my copy, so I was surprised I got to sneak in a funny super at the end of this Maytag Feature Video.
