I have a background in Philosophy and Filmmaking, and I've worked in Broadcast Television, Web Production and Integrated Projects for public and private sectors in different markets and agencies (Cutwater, Anomaly, New York Board of Education, and Craft/McCannny). My roles has usually been that of a producer/editor/coordinator. While working on a project I try to help get the project done while being as loyal to the original idea of the strategist and creatives as much as possible. Basically I keep people on track, on time and within budget all with a smile.
Advertising plays such a huge role in our lives. There's always some product trying to find its way into our psyche by any means necessary. This process can be a painful or an annoying one. But occasionally when the idea is aligned with a honest truth and the interruption doesn't feel like a distraction, but rather something engaging. In a world where the audience has more control of what they watch respecting them is evermore important. From my vantage point it seems respecting the audience is the only way to create a win-win scenario, if win-win scenario is your goal. A scenario where the user/audience is engaged and the product or service reaches its performance goal. The key to respecting the audience is to understand them. Understanding people is the role of the strategist as they relentlessly seek insights into what people need and why, and co-creating solutions that align to business goals.
Bill Bernbach said "The most powerful element of advertising is truth". This axiom has even more relevance today as they did when they were first spoken. We live in advertising era where the audience is best served when they are respected and allowed to feel engaged in the process. While the classic ideas of advertising still apply they must be applied in new way. We have tools that provide consumer insight that we never had before. I'm deeply interested in how people are reached and how this can affect Social Change, Service Design and Innovation.
I created a project called brdm with the intent to engage viewers in a nov way. The goal of bdrm was to create an interactive show about couples in the city. I wanted to uncover how people find intimacy in the city that never sleeps. The project goal was to give people a window into how couples live while organically selling products to the audience. The ultimate goal was creating that win-win scenario where the consumer and business both gain from the experience. If you have a moment please check it out.
My Skills: I've played different roles depending on the project (i.e. Producer, Project Manager, Editor, etc), and I adapt quickly to any co-creation process.
Storytelling, Creative/Design Inspiration, Production, Editing, Research, Shooting
I've always had an interest in exploring culture, attitudes and behaviors, testing ideas, and developing strategies to build engaging experiences.