Every piece of content I make starts with the same question: why should anyone care?
The Work
Not in a cynical way. Even people who do care need a reason to stop scrolling. You have to invite them in: hook them before you can hold them. That discipline shapes everything I make, regardless of format.
And the format is always changing. I was cutting vertical video into 15-second story panels years before IGTV existed. I could feel in my bones that video was where things were headed.
At UNH, I leaned hard into trending content because that was the space brands needed to play in. Now that landscape is oversaturated and everyone sounds the same, so I've shifted to multimedia carousels that are outperforming reels by a mile.
The constant isn't a format. It's the instinct to see where things are going, get there first, and know when to move on.
Everything below spans three institutions and nearly a decade of that evolution.
Day-in-the-Life
My first crack at student vlogs involved ten GoPros, ten students, and a single week at Colby College. I got results unlike anything I'd ever seen before.
Dancing in dorm rooms. Heartfelt testimonials on college life. All the joy, stress, freedom, and fun of being a college student. I loved the format so much I still do it—only now with better gear and a decade more instinct for what makes these stories land.
The easiest way to sell a brand is to let the people living it do the talking.
Before I give students a camera, I give them a pep talk: a loose structure for shooting, assurance they’ll do great, and just enough direction to keep things on-brand. Then I edit the footage into something that feels authentic but polished.
It's UGC with a strategy underneath. High schoolers considering which college deserves hundreds of thousands of dollars of their current and future money don't want to hear from us. They want to hear from people like them.
The Fun Stuff
Content will only work if you understand how people behave on social. The format is flexible, but the approach isn’t. Find the cultural moment, figure out the brand angle, make something people actually want to share.
Research
Faculty do fascinating work that almost nobody outside their department knows about. I take complex research and break it down for a general audience: no jargon, strong visuals, and a hook that makes you want to keep reading. It's reputation-building content disguised as something you'd actually want to look at on your lunch break.
Multimedia Carousels
Sometimes the job is simply making people feel something about a place.
I love using gallery posts that mix photography and videography with the raw, beautiful moments that make an institution feel alive. They're the "sense of place" content that reminds your audience why they fell in love with you in the first place—or makes them want to.