Award Winning Explainer For Anthem Healthcare
Directed and restructured a healthcare explainer that simplified complex plan options and earned ADDY Best in Show.
Context
Near the end of my time at Charles Ryan Associates, I was given my first chance to fully own a major video project from concept to delivery.
Anthem Healthcare needed a way to explain complicated plan options to small business owners. The challenge was turning dense, regulation-heavy material into something clear and approachable while staying within strict brand and legal limits.
What I Did
- Reworked the original script and storyboard to simplify the story and visualize each concept clearly
- Directed the shoot, working closely with the agency team, client, and crew to keep production on schedule
- Oversaw set design, building four modular environments in a rented downtown lobby to represent each plan type
- Edited the final video and ensured brand alignment across every visual and message
- Delivered a finished piece that explained complex topics in a clean, engaging format
Watch the Craftsman Error Code video for P0301 Below
What It Showed
- Demonstrated I could lead creative direction and production for a large-scale client project
- Strengthened the client’s communication tools with an explainer that became a flagship piece
- Earned Best in Show at the 2020 West Virginia ADDY Awards
Why It Worked
The video was built for clarity, not flash. Every visual decision was tied to helping viewers understand faster, from camera movement to pacing to how information appeared on screen.
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Building a Marketing Department From Scratch
Built FIXD’s in house creative team from 2 to more than 15 people that supported $2 million dollars/ month in ad spend.
Building a Scalable Ad System at FIXD
One scrappy VSL that drove revenue for five years supporting $2M/Month in ad spend.
Delivering for a Craftsman Under Tight Deadlines
Produced, directed, and edited 25 explainer videos in under three months for Craftsman’s white labeled FIXD app.
Award Winning Explainer For Anthem Healthcare
Simplified complex healthcare plans into a clear and engaging story. Winner of ADDY Best in Show.
Performance Creative Examples
Direct response ads built with hypotheses, KPIs, and iterated into scalable systems that powered FIXD’s ad spend.
Web and Design Examples
Web builds, brand identities, and product design that balance clean visuals with performance and usability.
Video Examples
A cross-section of branded, educational, documentary, advocacy, and music video work showing versatility in style and industry.
Experience
2024 - Present
Independent Creative
Content Strategist & Freelance Creative | August 2024 - Present
• Produced video, social, and brand content for independent clients, including touring musicians and small businesses.
• Shot and produced music videos and live tour content for independent musicians, creating promotional assets and social campaigns under fast-paced conditions.
• Developed branding and digital infrastructure for an occupational therapy reading service, preparing the business for future launch and client acquisition
• Continued professional growth through independent projects and training with tools such as Unreal Engine, Adobe Creative Suite, AI tools.
• Shot and produced music videos and live tour content for independent musicians, creating promotional assets and social campaigns under fast-paced conditions.
• Developed branding and digital infrastructure for an occupational therapy reading service, preparing the business for future launch and client acquisition
• Continued professional growth through independent projects and training with tools such as Unreal Engine, Adobe Creative Suite, AI tools.
2018 - 2024
FIXD Automotive
Digital Creative Director | August 2020 - August 2024 (Reference From CEO Available)
• Helped build and scale FIXD’s in-house marketing department, starting from a two-person testing team
• Managed a five-person creative team and oversaw all content tied to $2M/month in advertising spend
• Directed and edited hundreds of performance ads, including a Video Sales Letter (VSL) that ran for 5+ years and supported 250+ iterations
• Developed creative testing frameworks and content pipelines that reduced reliance on new production
• Played a central role in team growth, strategy, campaign planning, and channel scaling
• Managed a five-person creative team and oversaw all content tied to $2M/month in advertising spend
• Directed and edited hundreds of performance ads, including a Video Sales Letter (VSL) that ran for 5+ years and supported 250+ iterations
• Developed creative testing frameworks and content pipelines that reduced reliance on new production
• Played a central role in team growth, strategy, campaign planning, and channel scaling
Video Content Creator | October 2018 – August 2020
• Produced original video content for the FIXD YouTube channel and app
• Created educational and brand-aligned visual assets using advanced After Effects workflows
• Created educational and brand-aligned visual assets using advanced After Effects workflows
2021
Craftsman Tools
Video Producer / Director / Editor | Oct 2021 – Dec 2021
• Delivered a 25-video explainer series for a white-labeled Craftsman Tools version of the FIXD app
• Handled all production phases independently—scripting, directing, shooting, editing, client communication
• Completed the project in under 3 months while managing full-time responsibilities at FIXD
• Handled all production phases independently—scripting, directing, shooting, editing, client communication
• Completed the project in under 3 months while managing full-time responsibilities at FIXD
2020 - 2022
Pale horse production
Freelance Director / Editor | Nov 2020 – Nov 2022
• Edited four short documentaries for the outdoor and hunting industry
• Managed story flow, edit pacing, and sound design tailored to enthusiast audiences
• Managed story flow, edit pacing, and sound design tailored to enthusiast audiences
2015 - 2018
Charles Ryan Associates
Director of Photography | Jul 2016 - August 2018
• Led cinematography and post-production for agency video work across healthcare, energy, and public service clients
• Directed a $50K healthcare explainer video that went on to win Best in Show at the WV ADDY Awards
• Contributed to writing, storyboarding, and cross-functional creative projects
• Directed a $50K healthcare explainer video that went on to win Best in Show at the WV ADDY Awards
• Contributed to writing, storyboarding, and cross-functional creative projects
Video Production Specialist | Jun 2015 - Aug 2016
• Shot and edited educational and advocacy content for healthcare, government, and natural gas clients.
• Collaborated with directors and PR teams to shape messaging and deliver polished video content.
• Collaborated with directors and PR teams to shape messaging and deliver polished video content.
Film Intern | Jun 2015 - Aug 2016
• Supported professional film and commercial projects across camera, editing, and design roles
