Talented video content producer and storyteller

Intro

Creative Producer specializing in branded storytelling, video production, and multi-channel content strategy

 
 

Work

Creative Producer with 8+ years of experience leading end-to-end content production across video, social media, and branded storytelling. Combines journalism-driven narrative skills with hands-on production expertise to develop high-performing content campaigns. Proven ability to concept, produce, and distribute engaging content that strengthens brand identity and drives audience engagement.

Video

Mr. Fancy Pants - True Classic and Collars & Co.

Objective:
To advertise a referral program collaboration between True Classic and Collars & Co.’s Southlake storefronts.

My Role
Creative direction, scripting, production, and all post-production editing.

Approach:
To capitalize on the proximity of True Classic and Collars & Co.’s Southlake locations, I reached out to Collars & Co. to establish the referral program before crafting the ad to showcase both brands’ assortments and potential demographic overlap.

Execution:
After finalizing the script and shot list, I cast the two additional roles needed for the ad, serving as the main character myself for simplicity’s sake. After wrapping up filming at both True Classic and Collars & Co., I saw to all aspects of post-production, including sound engineering, color grading, and optimization. Additionally, I put together a social media campaign for the Southlake Town Square.

Results:

  • The referral program saw a 37% increase in the immediate weeks following the campaign, with customers aware of the additional savings thanks to the social media strategy and True Classic playing the ad in-store.

  • As both locations are new to Southlake, the production improved brand visibility and consistency, leading multiple customers per week to visit both stores rather than just one.

Why guys buy 4 shirts at True Classic instead of 1 - True Classic

Objective:
In order to raise awareness about True Classic’s new Southlake location, I created a simple “talking head” video utilizing b-roll and a green screen effect. In it, I discuss the key selling points of the brand’s t-shirts, as well as what sets them apart from competitors.

My Role:
Scripting, filming, and post-production

Approach:
In order to demonstrate to Store Managers across the True Classic fleet how they could create simple content to leverage their store fronts and the brand overall, I put this quick explainer video together with an ear-catching hook in the opening seconds.

Execution:
To showcase the simplicity of this setup, I filmed with an iPhone 14 Pro Max, a tabletop tripod, and a wireless microphone, using natural light to help me stand out from the background for the green-screen effect.

Going Hamm - True Classic

Objective:
To raise awareness of the new store opening by jumping on a trending social media format.

My Role:
Planning and executing the simple concept, including the smooth edit blend into the meme template

Approach:
As part of a series of quick-format videos filmed to showcase content creation to the True Classic fleet, I utilized a current trend with some creative video editing to further elevate the concept beyond most casual content creators.

Execution:
Filmed immediately after the video above, I used an iPhone 14 Pro Max and a simple tripod. Post-production was handled in Adobe Premiere and CapCut.

1st Class Heat & Air Comfort Club membership

Objective:
Client requested a promotional video for their new HVAC service membership, utilizing AI and physical production.

My Role:
Cast the lead actress, direct, and then assemble the final product utilizing b-roll and SFX.

Approach:
Since the script already existed when I came onto the project, though I did some minor rewrites for clarity's sake and to help the actress sound more natural, I focused predominantly on the staging and lighting. The human piece was the anchor for the video.

Execution:
For filming, I utilized a Canon EOS RP camera with tripod and teleprompter attachment, as well as a simple lighting kit, and DJI wireless microphone. Post-production was handled in Adobe Premiere Pro.

Results:
Improved brand visibility for the client’s HVAC maintenance program

Pack of the Week - True Classic

Objective:
In an effort to drive awareness of True Classic’s Pack of the Week, an immersive animation was created to feature employees from multiple locations wearing that week’s pack.

My Role:
To visualize the concept and lead end-to-end execution. This included photo and video elements as well as masking effects in post-production to achieve the final product.

Approach:
Create a sense of a 3-dimensional visual that would catch the eye of passing shoppers while utilizing ordinary people, as opposed to models.

Execution:
A few different versions of this were tested, but this iteration was the most successful. Utilizing a Canon EOS RP camera tripod, photos of each model were taken from 8 different angles, followed by a quick video to showcase the completed loop “animation”.

Results:

  • Pack of the Week sales increased by close to 40% in the three weeks the experimental program ran.

Support Where It Counts - True Classic

Objective:
To create a simple ad for True Classic’s fly boxers.

Bold Flavor Requires Bold Action - Don Pepe’s Rancho

Objective:
Create a social media ad to raise awareness for a family-owned Mexican restaurant in Dallas, TX.

My Role:
To oversee complete production of the video, from concept to the final edit.

Approach:
Blend b-roll filmed in-restaurant with footage shot in-home to establish the powerful appeal of Don Pepe’s authentic Mexican cuisine.

Execution:
An array of creative shots, including one from the inside of an active microwave, draws viewers in and holds their attention before a VFX explosion launches us into the b-roll. Wireless mics, mobile camera lighting kit, and a simple tripod were used to produce the ad. SFX and VFX were assembled through MotionArray.com.

Results:

  • Don Pepe’s has run Meta ads on Facebook and Instagram with the video multiple times, seeing favorable engagement and reach. At the time of writing, we are in talks to film another ad for the restaurant.

The Man in the Mirror - True Classic

Objective:
To showcase the versatility of True Classic and its ability to help any guy “level up” their look.

My Role:
Creative direction, scripting, production, and editing.

Approach:
This ad is built around the visual effect with the mirror, so I limited my on-screen involvement to remain behind the camera and focus on direction.

Execution:
For the edit, I utilized Adobe Premiere Pro. MotionArray was also utilized for SFX and basic VFX.

Results:

  • The Man in the Mirror was immediately added to the in-store video asset rotation, playing in True Classic stores all across the country.

In The Wild - True Classic

Objective:
To spotlight True Classic’s retail locations by way of a comedic sketch, intentionally filmed in a more immersive fashion.

My Role:
Creative direction, scripting, production, and editing.

Approach:
To support that immersive feeling, it was decided that the ad should include TikTok-style footage filmed almost in secret by a True Classic employee.

Execution:
Because of the TikTok-style approach, the ad was filmed handheld with a iPhone 14 Pro Max and nothing else.

A True Classic Christmas - True Classic

Objective:
To raise brand-level awareness by creating a Christmas ad for the brand that showcases the retail locations.

My Role:
Creative direction, scripting, production, and editing.

Approach:
Since the ad involved multiple moving parts and a tight deadline, the script was kept tight and fast-paced. There was also a great deal of care applied to the post-production process with respect to sound design and color grading.

Execution:
Multiple iPhones, wireless mic systems, and lighting kits. Post production utilized MotionArray.com.

Results:

Custom End Cards featuring each retail location’s address were produced and shared with them, as well as their various mall management groups to be shared on social media. True Classic also ran a targeted ad campaign featuring the ad to leverage their holiday promotions.

What Are Your Red Flags? - True Classic

Objective:
Increase awareness of True Classic’s retail division.

My Role:
Creative direction, scripting, production, and editing.

Approach:
This ad was a bit more ambition than previous ads, casting additional talent from outside of the company, as well as multiple settings.

Execution:
After casting the talent and coordinating around both restaurants and the store’s hours of operation, I carried out a lean production using a pop up lighting kit, wireless microphones, and an iPhone 14 Pro Max.

Weight Loss Journey - True Classic

Objective:
Share a real customer story to shine a light on True Classic’s retail division, as well as the brand’s strongest selling points.

My Role:
Creative direction, scripting, production, and editing.

Approach:
To present an interesting hook and tell stories that resonate with customers, I focused on a straightforward story about a real customer interaction.

Execution:
This ad was filmed with an iPhone, a tripod, and a wireless microphone system. Post production was handled in Adobe Premiere, with a couple of basic assets provided by MotionArray.com.

Results:

  • The most popular ad I’ve produced thus far for True Classic, this ad has been a staple in stores across the country, and has been used for multiple targeted ad campaigns.

  • When shared organically, it amassed more than 50,000 views across Instagram, Facebook, and TikTok.

Homecoming Fit - True Classic

Objective:
To tell real customer stories that highlights True Classic’s retail fleet.

My Role:
Creative direction, scripting, production, and editing.

Approach:
Ensure audience retention by crafting a tight, fast-paced story.

Execution:
Filmed with an iPhone 14 Pro Max, tripod, and a wireless mic system.

Purple Ribbon Conversations - LatterHouse Decor

Objective:
To share Rolanda Mcharia’s incredible story while shining a light on LatterHouse’s important work.

My Role:
Production, lighting, and sound, as well as post-production.

Approach:
For this chat, I had an approximate idea of how long we wanted the episode to be. My job was to set it up, make sure it looked nice, and then let them talk to get all the best parts, which I would then trim down in post.

Execution:
This was filmed with a Sony a7 camera, DJI wireless mic system, and professional lighting at the Makers Gym studio in Frisco, TX. Post production was carried out in DaVinci Resolve, with supporting assets coming from MotionArray.com.

Purple Ribbon Conversations episode #1: Rolanda Macharia

Strike Out Domestic Violence 2024 promo video for LatterHouse Decor

An interview with LatterHouse Decor ahead of 10-year anniversary

Task Management system promo video

Blood drive promotional video

Social media

Spring Blood Drive Recap

To spotlight CoServ’s twice-yearly blood drive, a social campaign, along with a write up for the website and Texas Co-op Power magazine, was planned. The blood collected from this drive helped more than 200 people across North Texas.

Careers Initiative

To promote CoServ’s careers initiative, a social media campaign, along with a podcast episode tie-in, was planned and produced.

Grand Prize winner surprise

Every year, CoServ awards one lucky member with a year’s worth of free electricity. To commemorate this event, a photo op and social post was planned.

A day in the life of a CoServ lineman

Energy education team STAR initiative.

Anatomy of an outage

For the 85th anniversary of CoServ, formerly known as Denton County Electric Co-op, a campaign known as 85 for 85 was launched, sharing 85 facts about the co-op and its sprawling history to commemorate the milestone. These facts were researched and curated by myself and another writer in the Communications department.

 

Podcasts

LatterHouse Decor Purple Ribbon Conversations podcast, episode #1

We may have thawed out a little since the winter storm, but we've still got 53 days of winter left to go!

In this episode of As A Meter of Fact, Darreck sits down with Josh Sterling, CoServ's Manager of Energy Solutions, to discuss the best ways for Members and Customers to save energy AND money this winter.

As a bonus, Darreck also explains how CoServ manages its power supply in anticipation of weather events and the considerations when making pre-emptive power purchases.

With Lineman Appreciation Day fast approaching, it seemed as good a time as any to welcome CoServ Crew Supervisor Chris Hammonds to the studio to discuss what a typical day looks like for CoServ linemen.

As a bonus, this episode will tie in with the January edition of Texas Co-op Power magazine for the Thank a Lineman essay contest. To win, listen for the code word and include it, along with how many times it was spoken throughout the episode, in your essay thanking a lineman!

At CoServ, we offer more than just a job. We provide you with an opportunity to shape your career and achieve your professional goals. Our Careers Campaign is specifically designed to help you grow and succeed in your chosen field. Join us and become a part of a team that values your potential and invests in your future.

CoServ takes a great deal of pride in the way it serves its Members and Customers, and the Customer Care Department is a perfect example of that, maintaining a 94% satisfaction score.

In this episode of As A Meter of Fact, Darreck looks at the various teams that make that satisfaction score possible.

With Lineman Appreciation Day fast approaching, it seemed as good a time as any to welcome CoServ Crew Supervisor Chris Hammonds to the studio to discuss what a typical day looks like for CoServ linemen.

As a bonus, this episode will tie in with the January edition of Texas Co-op Power magazine for the Thank a Lineman essay contest. To win, listen for the code word and include it, along with how many times it was spoken throughout the episode, in your essay thanking a lineman!

Capital Credits are one of the biggest differences between electric cooperatives and other utilities. Instead of returning our annual margins (profits) to shareholders, as the for-profit utilities do, CoServ and other electric cooperatives allocate this money back to our Members in the form of Capital Credits.

In this episode of As A Meter of Fact, Darreck explains how Capital Credits work and provides an update on this year's retirement.

Today is National 811 Day, a friendly reminder to dial 811 before digging. It's also Mr. Diggs' birthday! Let the celebration of awareness begin!

Did you know that over the course of the year, CoServ's Energy Education Team will visit more than 100 campuses across our service districts to give safety presentations and demos?

With the school year just around the corner –and we do apologize to any children whose days we've just ruined with that revelation– it feels like the perfect opportunity to shine the spotlight on this incredible team. In this episode, Darreck sits down with Justin Porterfield, CoServ's Energy Education Specialist.

CoServ’s linemen are among the very best in the state, boasting exemplary skills and technical know-how to get the job done quickly and safely, no matter the condition, no matter the time of day.

With the 27th Texas Lineman’s Rodeo mere weeks away, As A Meter of Fact looks at the annual competition held in Seguin, TX, and lets you hear from members of the CoServ Rodeo team.

Everyone appreciates predictability when it comes to balancing comfort with their electric usage, but Texas’s long, often grueling summers can make that balancing especially challenging. Join Darreck Kirby as he details the steps you can take to manage your usage, find the billing option that best suits your needs, and additional programs that can help you save!

CoServ first got its start in the 1930s, bringing electricity to barns and farmhouses throughout much of our service area. And, while North Texas has developed considerably over the past 85 years, we’ve never forgotten our roots.

CoServ is a fixture at North Texas livestock shows, not only forming relationships with FFA students but supporting them by bidding on their animals. Over the course of the year, CoServ sponsors four separate events, including Denton County, Cooke County, and Collin County. Additionally, CoServ Gas supports the Wylie livestock show.

Service and community are at the heart of CoServ’s mission, so it’s only natural that we would lend our support to the vitality and wellbeing of the communities we serve. Enter the CoServ Charitable Foundation.

This episode of As A Meter of Fact takes a look at the foundation and the many ways in which it supports the local nonprofits that help their communities thrive.

With 2022 winding down, we decided it was time to take a look back at the highs and lows of 2022, sharing some of our favorite moments and milestones with key industry updates every Member and Customer needs to know. And to share such a detailed breakdown, we decided to bring back one of our favorite guests, Mr. Diggs!

Things have been a bit different over the last couple of years –and for obvious reasons. CoServ, for example, used to hold one big Annual Meeting each year at the UNT Coliseum to give Members and Customers its business reports. Over the past two years, however, the Annual Meeting has been presented virtually at CoServ.com.

But what about the face-to-face engagement that made the old Annual Meeting format so unique? Well, we’ve been thinking about that for a while now, and we think you’re going to like what we’ve come up with.

Mr. Diggs became the mascot of CoServ Gas in 2013. In the nearly 10 years that have followed, his role has evolved to become the face of CoServ as a whole. Despite that, not much has been known about the friendly armadillo who reminds us to dial 811 before digging near gas lines. So I decided to do something about that.

Natural gas prices have increased significantly over the past year and a variety of factors have played a role in that. CoServ does not markup the price of wholesale electricity but prices are rising, and Members are feeling the sting of it.

So, while we can’t prevent the cost of electricity from rising, we can provide you with some helpful tips and recommendations to minimize costs and ensure you get the most out of your daily usage.

Writing samples

 

Photography

Phenomenal light — Raw

Our Daily Bread new facility ribbon cutting ceremony

Dallas Tri-County Classic Car Show — 2021

Lake City, Colorado

Mario Cadena practicing for first concert post-pandemic

Possum Kingdom Lake, Golden Hour

Possum Kingdom Lake, Golden Hour long exposure

Possum Kingdom Lake, Golden Hour long exposure

Old Alton Bridge — Denton, TX

Bonnie & Clyde Days — Little Elm, TX

 
 

My CV

I’ve held a variety of professional writing positions in marketing, journalism, and sports media, where I’ve been responsible for delivering everything from social copy to extensive features.

 

About

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