Social Media Content

Social Video, Design, & Art Direction  | 2023-2025

As one of FINN’s “Resident Young People”, the responsibilities of the Agency social, as well as a lot of asks client social fall into my lap. Before starting at FINN  I really wasn’t that up to date with all things social but after taking on these challenges, I quickly fell in love with it, especially video platforms like TikTok or Instagram Reels. TikTok really is where creativity meets strategy. Social moves quickly, so whether you are shooting for paid placements months in advance, or trying to jump on the trend of the week, you have to be deliberate. Not to mention that Gen Z can spot ads from a mile away so it must feel organic, providing another layer of complexity. No matter what the industry is, social is a great place to reach your audience, just as long as you do it correctly.

Fizzics

“IPA-SMR” & “Father’s Day”

The Fizzics Draftpour is a Beer Enthusiast turned Tech Buff’s dream come true. With the boom of the TikTok shop over the last year or so, promoting it on that platform has become a critical part of their business.  While concepting, we try to think about trends with longevity that will still be relevant while we get through production and the entire lifespan of the placement. This leads us to avoid anything that revolves around a specific song/sound, current events, or editing template. Leaning into ever-popular organic content forms like ASMR and gift giving guides allows us to blend in more.

These 2 TikToks specifically were also special for me because I was able to art direct the video, but I also wrote the ASMR script and directed talented for both of these videos which was a new and fulfilling experience for me.

Small Army Social

Before the official merge from Small Army to FINN Partners, I was in charge of designing and concepting original content for Small Army’s social channels. This was a chance to get to show off the personalities of the amazing people who work here and more importantly, have something fun and creative to work on during downtime. It also allowed me to explore new skills, as my interest in video production and motion design really piqued after getting started on the agency social.

The work ranged from simple in-feed posts announcing promotions and new hires, to funny Slack messages, or polling the office on seasonal topics to get everyone involved! But towards the end of our run, we even began escalating to higher quality productions to get our highly personable team members in front of the camera. 

GBH

“Arthur Through the Years”, “What Matters to You?”

Being from Central Massachusetts, GBH has been a part of my life from the moment my parents plopped me down in front of our television set. When GBH came to us looking for a brand campaign to launch their new tagline, “What matters to you.” I was thrilled to dive into their catalogue and see what was there beyond Arthur and Fetch! with Ruff Ruffman. We pitched them 2 TikToks – one centered around a specific part of their catalogue and the other around their brand and the new tagline as a whole.

With Arthur ending its historic 26 year run a few months prior with a “Where are they now?” episode as the finale, we figured it was the perfect opportunity to jump on a trend . This was the first time I concerted and edited a video specifically for social media. The second idea was a more traditional “Man on the Street” type interview using the new tagline and flipping it from a statement to a question: “What Matters to You?” This allowed us to ask “real” Bostonians about what matters to them and then tying those themes back to GBH programming.

North Shore Bank

“You Too!” TikTok & Meta Brand Posts

North Shore Bank is here to get you on your way — without getting in your way — so you can do your thing. They came to us looking for a brand campaign to let people know that across TikTok and Facebook.

This TikTok is special to me because it shows how agile you have to be to work in social. About 15 minutes into our scheduled hour-long shoot in a laundry room, building management came by and told us we couldn’t film there. We needed to tell the rest of our story from inside our ACD’s apartment, but I was able to think quick and set up 2 scenes — including one shot from the inside of an in-unit dryer, to tell our story. While they chaos in the moment wasn’t appreciated, I think our quick thinking actually managed to enhance the final product.

Volante Technologies

“Game Over” & “Power Up”


How do you make a company who is “the future of payment processing software” sharable and creative? It’s always easy to make Facebook posts and Reels for a product that helps people drink more beer, but how do you get people invested in such an abstract concept? The answer is simple: you ground it in something they know and love. In this case, we leaned into video games and power ups. Using Volante to upgrade your financial systems is like giving your financial systems a power-up.

This art style was new and fresh for the industry and allowed us to really stick out from our competitors. It also was a unique art style for me to play around with pixel art, turn the Volante branding into a video game interface, and have some really fun with the simple, game-ified animations.