I lead an in-house creative team operating as an internal agency, partnering with cross-functional stakeholders to deliver strategic content, campaigns, and experiences. My work sits at the intersection of storytelling, brand strategy, and audience engagement—spanning long-form documentary, campaign systems, and high-performing digital content.
Recent Work:
Music Director Launch Docu-Series
Led creative strategy and end-to-end production for an ADDY Award-winning docu-series supporting a major institutional launch
A three-part documentary series created to introduce incoming Music Director during a pivotal moment for the organization. The series anchored a broader campaign designed to build audience connection, communicate artistic vision, and generate momentum across digital platforms.
Live from Music Hall Digital Concert Series
Lead executive producer for a live, multi-camera digital concert series, overseeing end-to-end production and cross-functional coordination across Production, Artistic, Community Engagement, and Philanthropy teams.
Directed the strategic and operational execution of live-streamed performances, managing key production leads including the video director, technical director, stream manager, and camera operators to ensure seamless delivery and broadcast-quality output.
Delivering a high-quality, live digital experience require aligning multiple departments and technical teams in real time, balancing artistic priorities with production logistics while ensuring a seamless audience experience across digital platforms.
Flagship Campaign Film (Agency-Led Production)
A flagship campaign film developed to support the introduction of incoming Music Director Cristian Măcelaru. Created in partnership with external agency OddBeast, the video served as the central storytelling asset for a major institutional launch, designed to capture the emotional and communal impact of music while positioning new artistic leadership.
Served as the primary internal lead and agency partner, responsible for sourcing and managing OddBeast while overseeing all phases of the project. Guided creative development, aligned stakeholders, and ensured successful execution from concept through final delivery.
Subscription Campaign Video System
Directed the full creative execution of the series, including scripting, on-set direction, and post-production oversight. Shaped the voice and on-camera presence of the music director, translating campaign goals into concise, engaging narratives tailored for social media.
A series of promotional videos developed as a centerpiece of the 2025–26 subscription campaign, designed to position incoming Music Director Cristian Măcelaru as a compelling artistic leader while driving audience excitement and season subscriptions. The series translated campaign messaging into short-form, high-impact content optimized for digital and social platforms.