As Creative Director for MadeIn Cookware, I led the creative development of video assets focusing on top-funnel, including their popular Carbon Steel Griddles and Woks. The goal was to create dynamic, engaging content to drive brand awareness and product interest among new audiences, particularly through social platforms. With a fast-paced timeline, our team produced 6-8 fresh video concepts each week to ensure a steady stream of creative that resonated with diverse consumer segments.

Key Responsibilities:

Creative Leadership: Directed the visual and narrative direction for each video concept, ensuring that the MadeIn brand's premium, high-quality positioning was clearly communicated while highlighting the unique features of the carbon steel products.

Team Management: Oversaw a team of video editors, motion designers, and copywriters, ensuring we maintained high standards of quality and creative consistency while meeting weekly production deadlines.

Concept Development: Collaborated closely with the strategy and media teams to develop 6-8 new video concepts each week, ranging from product demos and lifestyle shots to user testimonials and brand storytelling, tailored to different target audiences.

Campaign Optimization: Analyzed performance data from each video to fine-tune future concepts, ensuring the content delivered maximum engagement, click-through rates, and conversions.

Takeaway:
This project highlighted the importance of maintaining a fast production rhythm while ensuring high-quality, on-brand creative. It reinforced my ability to lead a team in executing multiple concepts under tight deadlines, while also ensuring each piece of content was strategically aligned with campaign goals and audience needs.